移动学习视域下知识付费购买行为影响因素研究——以“知乎”为例  

Research on the Influencing Factors of Knowledge Product Purchase Behavior from the Perspective of Mobile Learning:Taking Zhihu Website as an Example

作　　者：文学国 梁冉 夏轶群 Wen Xueguo;Liang Ran;Xia Yiqun(School of Law,Shanghai University;School of Management,Shanghai University;School of Economics and Management,Shanghai Institute of Technology)

机构地区：[1]上海大学法学院 [2]上海大学管理学院 [3]上海应用技术大学经济与管理学院

出　　处：《图书馆杂志》2023年第4期97-111,共15页Library Journal

基　　金：“世界银行营商环境评估标准的法律问题研究”(项目编号:2018BFX010);国家自然科学基金项目“技术专利融资信用风险动态迁移过程和系统分担结构研究”(项目编号:71202103)的研究成果之一。

摘　　要：知识付费作为共享经济时代下一种新型的学习方式应运而生。本文基于刺激—机体—反应理论、使用与满足理论以及信息搜寻、信息分享、感知归属感等变量,构建了移动学习视域下知识付费产品用户购买行为的影响因素研究模型。借助网络问卷平台收集526份有效问卷,并使用偏最小二乘法—结构方程模型和Smart PLS 3.0和SPSS 23.0进行数据分析和假设检验。研究结果表明信息搜寻、信息分享正向影响用户满意度、感知归属感及沉浸体验;满意度和沉浸体验正向影响用户持续使用意愿,进而正向影响用户的购买行为;感知归属感对持续使用意愿的影响并不显著。本文厘清了用户购买行为影响因素间的内在逻辑关系,为有效提升用户黏性提供了有益的管理启示。Paid knowledge service has emerged as a new learning method in the era of sharing economy.Based on stimulus-organism-response theory,uses and gratification theory,and variables such as information search,information sharing,and perceived belonging,this paper constructs a research model on the influencing factors of users’purchase of knowledge products from the perspective of mobile learning.A total of 526 valid questionnaires were collected with the help of the online questionnaire platform,and partial least squares structural equation model and Smart PLS 3.0 and SPSS 23.0 were used for data analysis and hypothesis testing.The research results show that information search and information sharing positively affect user satisfaction,perceived belonging and immersive experience;satisfaction and immersive experience positively affect users’willingness to continue to use,and then positively affect users’purchase behavior;and perceived belonging has a positive impact on continuous use.The effect of willingness was not significant.This paper clarifies the internal logical relationship between the influencing factors of user purchase behavior,and provides useful management inspiration for effectively improving user stickiness.

关 键 词：知识付费 SOR模型 持续使用意愿 购买行为 

分 类 号：G252[文化科学—图书馆学]