在线知识付费用户购买意愿和使用意愿研究

Research on the Purchase Intention and Continuous Use Intention of Users of Online Knowledge Payment Products

随着信息技术和移动互联网的发展,在线知识付费快速兴起,受到相关企业和用户的高度关注。对此,本研究以用户价值接受模型(VAM)为基础,提出假设,构建模型,通过问卷调研收集数据,运用统计软件展开实证分析,研究在线知识付费用户购买意愿和持续使用意愿,并就知识付费企业和平台如何通过在线知识产品生产、宣传等方面实施有效营销活动提出了有针对性的对策建议。

With the development of information technology and mobile Internet,online knowledge payment has risen rapidly.Based on the user value acceptance model(VAM),this paper puts forward assumptions,constructs?models,collects data through questionnaires,conducts empirical analysis,studies online knowledge payment users'willingness to purchase and continue to use.On the basis of the previous research,this paper puts forward targeted countermeasures and suggestions on how to implement effective marketing activities through online knowledge product production and promotion for knowledge payment enterprises and platforms.