信任视角下消费者在线知识付费行为影响因素研究

Research on the Influencing Factors of Consumers' Online Knowledge Payment Behavior Based on Trust

[目的/意义]研究消费者在线知识付费行为影响因素,对知识共享经济发展具有重要意义。[方法/过程]基于传统信任理论,考虑知识共享经济特征,建立消费者在线知识付费行为研究模型。[结果/结论]信任在影响消费者在线知识付费行为的各项因素中占主导地位,在线知识付费存在着很强的"明星效应";个人版权意识是影响消费者在线知识付费行为的最重要因素;知识特征对在线知识付费行为的影响程度不显著。

[Purpose/significance] It is of significance for the development of knowledge sharing economy to explore the influencing factors of consumers’ online knowledge payment behavior. [Method/process] Based on the traditional trust theory, the paper takes the characteristics of knowledge sharing economy into consideration, and establishes a research model on consumers’ online knowledge payment behavior. [Result/conclusion] Trust dominates the various factors that influence consumers’ online knowledge-paying behaviors, and there is strong 'Star Effect' in online knowledge payment behavior;Individual copyright awareness is the most important factor that affecting consumers’ online knowledge payment behavior;Knowledge characteristics don’t affect consumers’ online knowledge payment behavior significantly.