用户知识付费参与决策的三类信息作用机制研究

Study on the Action Mechanism Among the Three Types of Information for Users’Knowledge Payment Decision

针对知识付费的兴起,本文基于商品交易时信息不对称问题中的三类信号信息,构建了知识付费平台用户行为的理论模型,探究了三类信息间的作用关系,尤其关注了平台方认证的标识信息对用户参与行为的影响。实证结果表明,来源于知识付费产品和知识提供者的评分信息与声誉信息均显著正向影响知识获取者的参与行为,平台认证的标识信息并没有直接影响用户决策,而是通过影响用户对其他两类信息的可信度间接产生影响,即起到了调节效应,表明以平台认证的标识确实会影响用户行为,有一定的治理作用。

With the emerging of paid knowledge products,this paper constructs a research model based on the three types of information from the information asymmetry problem in transactions to explore the relationships among them,especially the influence of platform authentication on the payment behavior.The empirical results show that the review score from the paid knowledge products and the reputation from paid knowledge product provider are both significantly positive with users’payment behavior,while the platform authentication does not directly influence users’decision and does indirectly influence by influencing the reliability of the other two types of information,which is that moderating effects.The result also indicates the platform authentication really influences the users’payment behavior and has some degree of governance effects.