心理账户视域下用户知识付费行为研究

Research on Knowledge Payment Behavior of Users from the Perspective of Mental Account

本文探究不同消费人群的知识付费行为和心理决策历程。首先,明确并定义了用户视角下知识付费行为的内涵;其次,在内涵定义的前提下分析了用户的多种属性和特征;最后,基于不同用户的属性特征,从质量、价格、服务多个层面建立了用户心理决策效用模型,研究结果可以为知识付费平台的健康运营提供理论支撑,同时对用户进行知识付费的决策具有一定的参考价值。

This paper discusses the knowledge payment behavior and psychological decision-making process of different consumer groups.Firstly,it clarifies and defines the connotation of knowledge payment behavior from the perspective of users.Secondly,it analyzes the attributes and characteristics of users.Finally,it establishes the user psychological decision-making utility model from the aspects of quality,price and service based on the attributes and characteristics of different users.The research results can provide theoretical support for the healthy operation of knowledge payment platform,and have a certain reference value for users to make knowledge payment decisions.