基于IS成功模型的知识付费用户行为研究

[目的/意义]近年来，知识付费作为一种新兴模式得到了快速发展。但由于内容质量参差不齐、用户感知收益不明确等问题，阻碍了用户的付费意愿，这不利于知识付费模式的持续发展。基于IS （信息系统）成功模型，研究了用户知识付费的影响因素。[方法/过程]研究共收集391份有效问卷，采用结构方程模型进行数据分析。[结果/结论]研究发现，平台的信息质量和服务质量对感知价值有显著影响，进而影响用户的付费意愿。研究结果启示知识付费平台应注重提高平台质量，严格把控内容质量，以促进用户付费意愿。

Research on Users' Willingness to Pay for Knowledge Based on the IS Success Model

[Purpose/Significance]As an emerging model,knowledge payment has been developing rapidly during latest years.However,due to the problems such as the poor quality of the content and the uncertainty of user's perceived gain,users' willingness to pay is low,which hinders the continuous development of this business model.Based on the IS success model perspective,this research examined the factors affecting users' willingness to pay for knowledge.[Method/Process]391 valid questionnaires were collected and data analysis was conducted using structural equation model.[Results/Conclusions]The results indicated that both information quality and service quality of the platform had a significant positive impact on perceived value,which in turn affected users' willingness to pay.The results implied that platforms should focus on the improvement of platform quality and strictly control the quality of knowledge contents in order to promote users' willingness to pay for knowledge.