从需求到体验:用户在线知识付费行为的影响因素

被引：67

作者：

杜智涛 ^{[1
]}

徐敬宏 ^{[2
]}

机构：

[1] 中国社会科学院大学媒体学院

[2] 北京师范大学新闻传播学院

来源：

新闻与传播研究 | 2018年 / 25卷 / 10期

基金：

国家自然科学基金重点项目;

关键词：

需求; 体验; 在线知识付费; 影响因素;

D O I：

暂无

中图分类号：

F49 [信息产业经济];

学科分类号：

1201 ;

摘要：

在线知识付费行为是用户在互联网环境下有偿获取知识的行为,包括付费知识问答、内容打赏、付费课程与内容订阅等形式。为探讨用户在线知识付费行为的影响因素和形成机理,将影响因素分为两类:一是需求因素,包括外在需求和内在需求两个变量;二是体验因素,包括专业性、趣味性、便捷性和主观规范四个变量。通过构建结构方程模型,发现这些变量对用户在线知识付费行为意愿均有显著正向影响,但体验因素的影响程度明显大于需求因素。同时,用户对于能力、时间、价格等方面的感知会作为调节变量在行为意愿对行为的作用中起到抑制作用,但抑制程度较弱。此外,性别、年龄、文化程度及居住地等因素也对用户在线知识付费行为产生影响。

引用

页码：18 / 39+126 +126

页数：23

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