| With ever increasing domestic economic development,more and more people enter into the middle class,and their consumption level and ability have also been improved.In addition,the increasingly fierce competition the market requires people to keep learning to adapt to the society.Under the dual background of consumption upgrading and lifelong learning,people's recognition of high quality content and willingness to pay continue to improve,thus giving birth to a large number of knowledge payment platforms linking content producers and consumers.In 2016,the establishment and development of the four major platforms(ZhiHu,DeDao,FenDa and Himalaya FM)led the lead in the trend of pay for knowledge.Subsequently,large companies and self media have joined in,and the pay for knowledge industry has entered a high speed development period.The model of pay for knowledge has gone through the test of the market and the users,which has been proved to be feasible and has a broad development space.But at present,the proportion of pay users on each platform is still not high,and the question of "reaping fan" and "fragmentation" has also been in existence.Therefore,exploring factors that influence users' willingness to pay for knowledge products is of great importance for improving user experience,expanding platform revenue and promoting the healthy development of knowledge payment industry.This research takes the Theory of Planned Behavior(TPB)as the theoretical framework.The two variables of behavioral willingness,subjective norm and payment attitude introduced perceived quality,perceived cost,matching of personal knowledge needs and perceived heat variables.In addition,because most of the creators in DeDao APP have certain influence and appeal in their respective fields,which are in line with the characteristics of opinion leaders,we also introduce opinion leaders and trust mechanisms in the theoretical framework.According to previous studies,the popularity,professionalism,interactivity of opinion leaders and trust variables have been introduced.All the variables are built into a theoretical model of this study.This paper uses an empirical study to explore the relationship between the roles of each variable.According to the relationship of variables,I put forward the research hypothesis of this paper.On the basis of previous mature scale,combined with the characteristics of online knowledge payment products,I designed the measurement scale of variables.After the initial questionnaire was formed,a small-scale prediction trial activity was carried out.I found out the inappropriate measurement items through the reliability test and corrected them,so as to form the final official version of the questionnaire.Then I chose the WeChat community,the circle of friends and other channels to issue questionnaires and recycle them.Finally,I used SPSS and AMOS data processing software to carry out descriptive statistical analysis and structural equation model test for 411 valid questionnaires.The results of the final data analysis show that the 10 hypotheses are all verified,and the model is basically reasonable.There are 7 factors that influence users' willingness to pay for knowledge products:the popularity of opinion leaders,the professionalism of opinion leaders,the interaction of opinion leaders,the perceived quality,the matching of personal knowledge needs,the perceived cost and the perceived heat.Only the perceived cost is a reverse influence factor,and in terms of influence effect,perceived cost has the strongest influence on users' willingness to pay through the intermediary role of payment attitude,and the effect of personal knowledge needs matching,perceived quality and perceived heat is also strong.Accordingly,I put forward four suggestions for the operators of knowledge payment products,such as cooperating with opinion leaders,reasonable pricing,expanding communication and enriching content,so as to enhance users'willingness to pay,expand business revenue and promote healthy development of the industry finally. |
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