知识付费用户消费行为研究

Research on the Consumption Behavior of Knowledge Payment Users

以技术接受模型为基础,结合对现有知识付费相关研究的理论分析,归纳可能会影响知识付费用户消费行为的因素,构建知识付费用户消费意愿模型。再根据模型设计调查问卷,进行数据回收,利用SPSS及AMOS软件进行数据分析,对知识付费用户消费意愿模型进行检验,最终得出主观规范、感知价值以及低感知成本都与用户的消费意愿存在正相关关系的结论,并针对影响知识付费用户消费意愿的三个因素提出行业建议,以期能为知识付费行业找准未来发展方向提供有效参考。

Based on the technology acceptance model,combined with the theoretical analysis of existing knowledge payment related research,this paper summarizes the factors that may affect the consumption behavior of knowledge payment users,and constructs the consumption intention model of knowledge payment users.Then designs questionnaire according to the model for data recovery,using SPSS and Amos for data analysis to test the consumption intention model of knowledge payment.The conclusion that subjective norms,perceived value and low perceived cost are positively related to the consumption intention of knowledge payment users is drawn.Finally,the paper puts forward some suggestions for the three factors influencing the consumption intention of knowledge payment users in order to provide effective reference for the future development direction of knowledge payment industry.