大学生知识付费行为影响因素研究

Study on the Influencing Factors of College Students’Knowledge Payment Behavior

基于计划行为理论建立了大学生知识付费行为影响因素模型,通过对337名大学生的问卷调查,考察了大学生知识付费行为的影响因素及其作用机制.研究发现,大学生的知识付费行为主要围绕学习活动展开,使用较多的知识付费形式是付费资料、线上教育和付费订阅.知识付费意愿对知识付费行为具有显著正效应.行为态度的知识有用性、感知社交性、感知性价比,主观规范和知觉行为控制对知识付费意愿和知识付费行为的影响均具有显著正效应.初始知识付费意愿在行为态度、主观规范和知觉行为控制影响大学生初始知识付费行为中起中介作用.

Basing on the theory of planning behavior,this study establishes the influencing factors model of college students’knowledge payment behavior and investigates the influencing factors and mechanism of college students’knowledge payment behavior through a survey of 337 college students with questionnaires.The study finds that the knowledge payment behavior of college students mainly revolves around learning activities,and more forms of knowledge payment are paid materials,online education and paid subscription.Knowledge payment intention has a significant positive effect on the knowledge payment behavior.Knowledge usefulness,perceived sociality,perceived cost-performance of behavioral attitude,subjective norm and perceptual behavior control have significant positive effects on knowledge payment intention and knowledge payment behavior.The initial knowledge payment intention plays an intermediary role in the process of behavioral attitude,subjective norms and perceived behavioral control affecting college students’the initial knowledge payment behavior.