消费者知识付费意愿实证研究——基于试用视角  

Empirical Study on Consumer's Intention to Purchase Knowledge Services——A Trial Perspective

作　　者：陈昊[1,2] 焦微玲 李文立[2] Chen Hao;Jiao Weiling;Li Wenli(School of Business,Qingdao University,Qingdao 266071,China;Department of Management and Economics,Dalian University of Technology,Dalian 116024,China;School of Economics and Management,Yancheng Institute of Technology,Yancheng 224051,China)

机构地区：[1]青岛大学国际商学院,山东青岛266071 [2]大连理工大学管理与经济学部,大连辽宁116024 [3]盐城工学院经济与管理学院,江苏盐城224051

出　　处：《现代情报》2019年第2期136-144,共9页Journal of Modern Information

基　　金：国家自然科学基金重点项目"社会化商务中参与者的信誉和信任机理及交易决策研究"(项目编号:71431002);国家自然科学基金重点项目"大数据环境下的微观信用评价理论与方法研究"(项目编号:71731003);国家创新群体研究基金项目"新兴电子商务的信息与物流管理"(项目编号:71421001);江苏省博士后项目"产业链大数据环境下小微企业工作流与内容管理集成系统开发"(项目编号:1601141C)

摘　　要：[目的/意义]知识付费成为移动大数据时代的一种全新知识共享模式。整合期望确认理论和感知价值理论构建消费者知识付费行为的概念模型,探讨知识试用服务对于消费者付费意愿的影响作用。研究有助于了解消费者的知识付费行为,并为知识服务提供者设计和优化试用体验提供参考和建议。[方法/过程]研究采用调查问卷法,收取282份有效数据,并通过结构方程模型对假设进行验证。[结果/结论]研究结果发现:实用价值和享乐价值显著影响消费者对于知识服务的试用满意度,但是试用成本的影响不显著。价格合理性是消费者知识付费意愿的关键性要素。然而,试用满意不能直接转化为消费者的付费意愿,它以价格合理性为中介对消费者付费意愿产生影响。[Purpose/Significance]Knowledge payment has become a new emerging model of knowledge sharing in the era of mobile big data.This study integrated expectation confirmation theory and the theory of perceived value to construct a research model of factors that influenced consumer s intention to purchase the paid-knowledge service form the trial perceptive.Our research would help to further understand consumer s knowledge purchase behavior.It also provided references and suggestions for the design and optimization of the trial strategy for the knowledge service providers.[Method/Process]Based on survey method,282 valid samples were collected.These data then used with structural question modeling technique to test the research model and all the hypotheses related.[Result/Conclusion]The results found that utilitarian value and hedonic value had significant positive impact on consumer s trial satisfaction on paid-knowledge service,but trial cost did not.Price fairness had positive effect on consumer s purchase intention,however,trial satisfaction could not directly translate into consumer s purchase intention.Furthermore,price fairness mediated the relationship between trial satisfaction and purchase intention.

关 键 词：消费者 知识付费服务 试用 价格合理性 价值期望 

分 类 号：G252.0[文化科学—图书馆学] C931.6[经济管理—管理学]