研究生群体学术微信公众号知识付费意愿影响因素研究

Research on the Influencing Factors of Postgraduates Willingness to Pay for Knowledge on Academic WeChat Official Account

文章基于MOA理论,从动机、机会、能力3个层面选择研究变量并构建模型,探究研究生群体学术微信公众号知识付费意愿的影响因素和中介效应。结果显示,研究生群体的主观规范、对知识提供者的认同、科研压力及消费能力对其学术微信公众号知识付费意愿具有正向影响,且科研压力能够通过工具性需求、对知识提供者的认同、主观规范和自我效能影响其付费意愿,据此提出提升研究生群体学术微信公众号知识付费意愿的建议。

Based on the MOA theory,this paper selects research variables from the three levels of motivation,opportunity and ability,and constructs a model to explore the influencing factors and intermediary effect of the willingness of postgraduates to pay for knowledge on academic WeChat official account.The results show that the subjective norms,recognition of knowledge providers,research pressure and consumption ability of postgraduates have a positive impact on their willingness to pay for knowledge on academic WeChat official account,and research pressure can affect their willingness to pay through instrumental needs,recognition of knowledge providers,subjective norms and self-efficacy.Accordingly,it provides suggestions on how to improve the willingness of postgraduates to pay for knowledge on academic WeChat official account.