满意度对在线知识付费产品使用意愿的影响研究  

Research on the Influence of Satisfaction on Continuance Intention of Online Paid Knowledge

作　　者：李瑞红 罗亚菲 周海娟[1] LI Ruihong;LUO Yafei;ZHOU Haijuan(Department of Economics and Management,Hengshui University,Hengshui,Hebei 053000,China)

机构地区：[1]衡水学院经济与管理学院,河北衡水053000

出　　处：《衡水学院学报》2024年第4期70-75,共6页Journal of Hengshui University

基　　金：河北省高等学校人文社会科学研究项目(SZ2022028)。

摘　　要：在线知识付费作为一种新型的商业模式越来越受到人们的关注。为进一步提升在线知识付费产品用户的持续使用意愿,以在校大学生为研究样本,并结合感知价值接受模型(VAM)和信息系统持续使用模型(ECM-ISC),探讨在线知识付费产品持续使用意愿的影响因素。研究发现:感知有用性、感知娱乐性、感知易用性、隐私风险、感知价格对用户在线知识付费产品的满意度和持续使用意愿有显著影响,并且满意度在感知有用性、感知娱乐性、感知易用性、隐私风险、感知价格对用户持续使用意愿的影响中起到了中介作用。As a new business model,online knowledge payment has attracted more and more attention.In order to further enhance the continuance intention of the users of online paid knowledge products,this paper took college students as a sample,combined with the perceived value acceptance model(VAM)and the information system continuous use model(ECM-ISC),and explored the influencing factors of the continuance intention of online paid knowledge products.The results showed that perceived usefulness,perceived enjoyment,perceived ease of use,privacy risk and perceived price had a significant impact on users’satisfaction with online paid knowledge products and their continuance intention.In addition,satisfaction played a mediating role in the impact of perceived usefulness,perceived enjoyment,perceived ease of use,privacy risk and perceived price on users'continuance intention towards online paid knowledge products.

关 键 词：在线知识付费 满意度 持续使用意愿 感知价值接受模型 信息系统持续使用模型 

分 类 号：F49[经济管理—产业经济] F713.55