在线教育平台用户知识付费行为研究

On Users Knowledge Payment Behavior in Online Education Platforms

文章基于感知价值理论,从感知利得和感知利失两个视角研究了在线教育平台用户知识付费的影响因素。通过网络爬虫采集腾讯课堂的数据进行负二项回归分析,研究结果发现,感知有用性、社会认同、功能风险对用户的付费行为有显著影响,经济风险仅对非学生类用户的付费行为有显著影响。研究结果启示在线教育平台应严格把控课程质量、完善功能保障等来促进用户付费行为。

Based on the perceived value theory,this research examines the factors affecting users knowledge payment in online education platforms from both perspectives of benefits and costs.Web crawlers are used to collect data in Tencent Courses and the negative binomial regression is adopted to conduct data analysis.The result indicates that the perceived usefulness,the social identification and the functional risk affect the users payment behavior significantly,whereas the economic risk only affects non-student users payment behavior significantly.The results imply that online education platforms need to ensure their course quality and improve their functions in order to promote users payment behavior.