感知价值与版权意识影响下的大学生音频内容付费满意度与行为意向研究  

Research on University Students’Satisfaction and Behavioral Intention of Paying for Audio Content under the Influence of Perceived Value and Copyright Awareness

作　　者：张黎琳 李婵[1] 张汝滢 陈雪金 李海霞 Zhang Lilin;Li Chan;Zhang Ruying;Chen Xuejin;Li Haixia(School of Public Administration and Law,Fujian Agriculture and Forestry University,Fuzhou Fujian 350002;Health Bureau of Changle County,Weifang Shandong 262400)

机构地区：[1]福建农林大学公共管理与法学院,福建福州350002 [2]昌乐县卫生健康局,山东潍坊262400

出　　处：《情报探索》2023年第3期86-92,共7页Information Research

基　　金：国家自然科学基金“演化博弈视角下视频类知识付费内容著作权侵权风险分析及治理机制研究”(项目编号:71804024);全国统计科学研究重点项目“‘双碳’目标下长三角城市群碳达峰预测与碳配额分配研究”(项目编号:2022LZ12);福建省社科研究基地重大项目“‘双碳’目标下福建省乡村自然资源多元共治机制研究”(项目编号:FJ2022MJDZ019);福建省中青年教师教育科研项目“面向在线教育平台的智能+学习资源精准推荐研究”(项目编号:JAT211018)成果之一。

摘　　要：[目的/意义]从感知价值角度出发,并嵌入版权意识,探讨影响高校大学生音频付费的相关因素,分析其与满意度和行为意向关系,为在线音频付费平台持续吸引大学生用户提出优化性发展策略提供参考。[方法/过程]以音频付费大学生为研究对象,基于问卷调查,构建大学生感知价值、版权意识、满意度与行为意向的关系结构模型,使用SPSS 26.0和AMOS 25.0进行数据分析。[结果/结论]感知价值对大学生音频内容付费满意度具有显著影响,但不直接作用行为意向;版权意识、满意度显著影响音频内容付费行为意向。[Purpose/significance] From the perspective of perceived value and embedded with copyright awareness,the paper discusses the relevant factors affecting college students’ audio payment,analyzes its relationship with satisfaction and behavioral intention,and provides references for online audio payment platform to put forward optimal development strategy to continuously attract college students. [Method/process] Taking audio paying college students as the research object, based on the questionnaire survey,the paper constructs the relationship structure model of perceived value,copyright awareness,satisfaction and behavioral intention of college students,and uses SPSS26.0 and AMOS25.0 for data analysis. [Result/conclusion] Perceived value has a significant effect on college students’ satisfaction with paying for audio content,but it does not directly affect behavioral intention;copyright awareness and satisfaction significantly affect the intention to pay for audio content.

关 键 词：音频付费 感知价值 版权意识 大学生 满意度 行为意向 

分 类 号：G203[文化科学—传播学]