数字时代音频类知识付费平台用户持续使用意愿影响因素研究  

Study on the Influencing Factors of the Continuous Use Willingness of Audio Knowledge Paying Platform Users in the Digital Age

作　　者：包雯沁 Wenqin Bao

机构地区：[1]复旦大学中国语言文学系,上海200433

出　　处：《中国数字出版》2025年第2期69-82,共14页CHINA DIGITAL PUBLISHING

摘　　要：文章通过量化研究发现,感知有用性、满意度、心流体验和主观规范对用户持续使用意愿具有正向的影响作用,感知成本对用户的持续使用意愿具有负向的影响作用。其中,感知有用性在所有的影响因素中对持续使用意愿的影响最大,其次是满意度和主观规范。心流体验对满意度的影响较大,对感知有用性和持续使用意愿的影响较弱。感知成本虽对用户持续使用意愿具有负向的影响作用,但影响较弱。该研究有助于深入探究知识付费平台用户的持续使用意愿,为促进知识付费市场的可持续发展提供重要的理论意义与实践启示。This paper found that perceived usefulness,satisfaction,flow experience and subjective norms have a positive impact on users'intention to continue using,while perceived cost has a negative impact on users'intention to continue using.Among all the influencing factors,perceived usefulness has the greatest influence on the intention of continuous use,followed by satisfaction and subjective norms.Flow experience has a greater impact on satisfaction,but a weaker impact on perceived usefulness and wilingness to continue using.Although perceived cost has a negative effect on users'intention to continue using,the effect is weak.This study is helpful to further explore the continuous use intention of the users of the knowledge payment platform,and provides important theoretical significance and practical enlightenment for promoting the sustainable development of the knowledge paymentmarket.

关 键 词：知识付费 持续使用意愿 心流理论 影响因素 结构方程模型 

分 类 号：G252.17[文化科学—图书馆学]