PDF(1535 KB)
PDF(1535 KB)
PDF(1535 KB)
个体—社群视角下国内在线问答平台用户知识付费意愿研究
Research on Users' Willingness to Pay for Knowledge in Domestic Online Q&A Platforms from the Individual-Community Perspective
[目的/意义]从个体-社群视角探索了在线问答平台用户知识付费意愿的影响因素，从用户研究的层面为知识付费平台持续发展提供理论参考。[方法/过程] 结合技术接受模型和感知价值理论构建理论模型，通过问卷调查的方法搜集相关数据，利用SPSS、AMOS等软件进行信度、效度检验以及结构方程模型分析，根据分析结果验证研究假设。[结果/结论] 研究结果验证了理论模型的可行性并研究了在线问答用户付费意愿影响因素的路径系数。感知有用性、实用价值、享乐价值、经济成本、人际影响对用户知识付费意愿发挥正向作用。
[Purpose/Significance] This paper explores the influencing factors of users' willingness to pay for knowledge in online question-answering platforms from the perspective of individual-community, and provides theoretical references for the sustainable development of knowledge payment platform from the perspective of user research. [Method/Process] In this paper, the technology acceptance model and perceived value theory were combined to construct a theoretical model. Relevant data were collected through questionnaire survey, and reliability and validity tests and structural equation model analysis were conducted by using SPSS, AMOS and other softwares, and the research hypotheses were verified according to the analysis results. [Result/Conclusion] The research results verify the feasibility of the theoretical model and study the path coefficient of influencing factors of online Q&A users' willingness to pay. Perceived usefulness, practical value, hedonic value, economic cost and interpersonal influence have positive effects on users' willingness to pay for knowledge.
知识付费 / 技术接受模型 / 感知价值理论 / 结构方程模型 / 社群属性
pay for knowledge / TAM / CPV / structural equation model / community property
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