基于ELM和心理惯性视角的知识付费用户使用意愿研究  

Users'Paying for Knowledge Payment:Perspective from Mental Inertia Based on ELM

作　　者：王建亚 张欢 张雅洁 程慧平 Wang Jianya;Zhang Huan;Zhang Yajie;Cheng Huiping(School of Management Science and Engineering,Tianjin University of Finance and Economics,Tianjin 300022,China;National Science Library,Chinese Academy of Sciences,Beijing 100190,China;School of Public Management,Northwest University,Xi'an 710127,China)

机构地区：[1]天津财经大学管理科学与工程学院,天津300022 [2]中国科学院文献情报中心,北京100190 [3]西北大学公共管理学院,陕西西安710127

出　　处：《现代情报》2021年第7期60-73,共14页Journal of Modern Information

基　　金：天津市哲学社会科学研究项目“基于使用与满足理论的知识付费用户使用行为研究”(项目编号:TJTQ18-003)。

摘　　要：[目的/意义]知识付费作为一种新兴的知识传播模式得到了快速的发展,但也面临着进一步发展的困境,需要深入探究用户使用意愿的形成机理。[方法/过程]基于用户对知识付费的应用情景和ELM模型,考虑心理惯性,构建知识付费用户使用意愿形成模型,并探究不同调节定向个体的信息加工策略差异,通过问卷收集数据,进行模型和假设检验。[结果/结论]分析结果表明,用户对知识付费感知价值的形成需要通过中枢路径和边缘路径对信息加工,其中中枢路径信息加工作用大于边缘路径信息加工的作用;免费心理削弱了感知价值对知识付费意愿的影响;预防定向倾向的个体强化了内容质量对感知价值的影响作用。[价值/意义]为知识付费用户使用行为研究提供了新视角,拓展了ELM模型在知识付费场景中的应用,对心理惯性和调节定向在知识付费用户使用意愿形成中的作用进行了有益的探索。在实践方面,为知识付费平台和服务商转变用户态度和提升用户使用意愿提供建议。[Purpose/Significance]As an emerging mode of knowledge dissemination,knowledge payment has been developing rapidly.However,it is also facing the dilemma of further development.So,it is necessary to explore the influencing factors of users'paying willingness.[Method/Process]According to the knowledge payment context and ELM,a model of users'knowledge paying willingness was constructed considering mental inertia.Furthermore,this paper explored the differences of information processing strategies among different regulated focus individuals.Then SEM was used to analyze questionnaire data.[Result/Conclusion]The results showed that both central and peripheral route were significant routes that influenced users'intention in using knowledge payment,and central route was more important than peripheral route.Free mentality had a negative moderating effect on perceived value to payment willingness.Prevention focus had a positive moderating effect on the relationship between content quality and perceived value.The findings of this study provided a new perspective for the study of users paying willingness of knowledge payment,yet we focused on ELM in knowledge payment context.And the study explored the role of mental inertia and regulatory focus.The findings also provided practical implications for knowledge platform and sellers to obtain users and more sales.

关 键 词：知识付费 知识付费意愿 ELM 心理惯性 免费心理 调节定向 

分 类 号：G252.0[文化科学—图书馆学]