线上知识付费用户继续付费意向影响因素研究

The Determinants of Continuance Intention to Pay:Empirical Research from Online Knowledge Payment Users

【目的】探究线上知识付费产品特征、用户需求和继续付费意向之间的影响关系,为行业发展提供理论依据和意见参考。【方法】基于精细加工可能性模型和使用与满足理论,本研究构建了用户继续付费意向影响因素模型。运用结构方程模型和模糊集定性比较分析对所收集的样本进行分析。【结果】根据结构方程模型,产品内容质量对付费用户需求的满足具有显著的正向影响;付费用户的社交性需求显著地正向影响其继续付费意向。模糊集定性比较分析则发现了三种能够触发继续付费意向的前因构型。【局限】研究样本类型有限,主要为音频型知识内容用户,且未纳入使用场景等因素的调节作用。【结论】当前的线上知识付费产品并未完全契合知识付费用户的需求,对知识内容的把控和用户社交性需求的重视,是提升其继续付费意向的关键所在。

[Objective]The current study aims to investigate the relationship among the characteristics of online knowledge payment products,individual needs,and continuance intention to pay,which offers the guideline to the industry.[Methods]Based on the Elaboration Likelihood Model and Uses and Gratifications Theory,the conceptual model of continuance intention to pay is conducted.Both structural equation model(SEM)and fuzzyset qualitative comparative analysis(fsQCA)are used to analyze the collected data.[Results]According to the results of SEM,the argument quality has positive effect on individual needs,which can further affect users’continuance intention to pay.The fsQCA findings reveal that three causal recipes of motivations predicting high continuance intention to pay.[Limitations]Most of the samples are audio knowledge content users,which reflects that the sample representativeness is limited.Also,the conceptual model ignores the moderators,namely,usage scenarios.[Conclusions]The current online knowledge payment products do not fully meet the individual needs of knowledge payment users.The knowledge content and the individual needs are the key factors of enhancing their continuance intention to pay.