摘要
[目的/意义]在线知识付费市场规模持续扩大,但持续为知识付费的用户比例却在不断降低,严重制约了在线知识付费平台的发展,故研究持续在线知识付费影响因素对知识付费平台的存续意义重大。[方法/过程]基于持续理论,构建用户持续在线知识付费行为影响因素的理论模型。运用结构方程模型对所收集的样本进行分析。[结果/结论]持续付费意愿、知觉行为控制均正向显著影响持续付费行为;免费意识在满意度、感知有用性与持续付费意愿之间起到负向调节作用,同时负向显著影响持续付费意愿;主观规范、满意度与感知有用性、行为态度均正向显著影响持续付费意愿;主观规范受到人际影响与外部影响的正向显著影响;期望确认分别正向显著影响感知有用性与满意度。
[Purpose/Significance]The scale of the online payment for knowledge market is expanding year by year,but the proportion of users who continue to pay for knowledge is declining,which seriously restricts the devel-opment of online knowledge payment platforms.Research on the factors that influence the continuous online payment for knowledge is of great significance to the survival of the knowledge payment platform.[Method/Process]Based on ECM-ISC,a theoretical model of the factors influencing users'continuous online knowledge payment behavior was constructed.Use the structural equation model to analyze the collected samples.[Result/Conclusion]Continuance payment intention and the perceptual behavior control both positively and significantly affect continuance payment be-havior;free mentality plays a negative role in the adjustment of satisfaction,perceived usefulness and continuance payment intention,and negatively affects continuance payment intention;subjective norms,satisfaction and per-ceived usefulness,behavior attitudes all positively and significantly affect continuance payment intention;subjective norms are positively and significantly affected by interpersonal influence and external influence;expectation confirma-tion respectively positively and significantly affects perceived usefulness and satisfaction.
作者
卢艳强
王铮
Lu Yanqiang;Wang Zheng(School of Economics and Management,Huzhou College,Huzhou 313002;Northwest University School of Public Maragement,Xi'an 710127)
出处
《图书情报工作》
CSSCI
北大核心
2022年第24期39-50,共12页
Library and Information Service
关键词
免费意识
知识付费
持续理论
满意度
感知有用性
free mentality
knowledge payment
ECM-ISC
satisfaction
perceived usefulness
作者简介
卢艳强,讲师,博士;通信作者:王铮,副教授,博士,E-mail:wangzheng1203@163.com。
