大学生网络知识付费行为影响因素研究  

Influencing Factors of College Students' Online Knowledge Payment Behavior

作　　者：戈轩 GE Xuan(Nanjing University of Science and Technology,Nanjing 210094,China)

机构地区：[1]南京理工大学,江苏南京210094

出　　处：《数字通信世界》2023年第9期139-143,共5页Digital Communication World

摘　　要：2016年被称为“知识付费元年”,网络知识付费已经成为当代知识传播的一种重要的方式。大学生作为互联网用户的主体之一,对网络知识付费领域的发展起重要作用,同时随着疫情影响,大学课程逐渐由线下教学转为线上线下相结合的形式,大学生接触网络知识付费产品的机会增加。研究大学生网络知识付费行为影响因素,有助于网络知识付费平台和知识提供者为大学生消费者带来更好的用户体验。本文根据已有研究,基于计划行为理论,采用结构方程模型,研究了多种因素对大学生网络知识付费的影响,得出了知识有用性、平台易用性、感知娱乐性、个人性规范、社会性规范、自我效能、控制效能和疫情效应对大学生网络知识付费行为有正向影响,并且为网络知识付费平台提出了要提升平台用户体验、加强知识内容运营、做好品牌口碑塑造和把握机会转型升级等建议。2016 is known as the'first year of knowledge payment',and online knowledge payment has become an important way of contemporary knowledge dissemination.As one of the main bodies of Internet users,college students play an important role in the development of the field of online knowledge payment.At the same time,with the impact of the covid-19,college courses have gradually shifted from offline teaching to online and offline combination,and college students have more opportunities to contact online knowledge payment products.Studying the influencing factors of college students'online knowledge payment behavior will help online knowledge payment platforms and knowledge providers to bring better user experience to college students.Based on the existing research,based on the theory of planned behavior,this paper uses the structural equation model to study the influence of various factors on college students'online knowledge payment.It is concluded that knowledge usefulness,platform ease of use,perceived entertainment,personal norms,social norms,self-efficacy,control effectiveness and epidemic effect have a positive impact on college students'online knowledge payment behavior.It also puts forward some suggestions for the online knowledge payment platform to improve the user experience of the platform,strengthen the operation of knowledge content,build brand reputation,and grasp the opportunity transformation and upgrading.

关 键 词：计划行为理论 结构方程模型 网络知识付费 行为影响因素 疫情效应 

分 类 号：TN929.53[电子电信—通信与信息系统] TP393.4[电子电信—信息与通信工程]