With the explosive growth of information and the increase of people’s fragmented time, the knowledge payment industry’s market size is growing. However, the heterogeneity between online knowledge payment behavior and traditional consumption gradually comes to the fore. It is of great practical significance to analyze the factors influencing users’ online knowledge payment behavior and clarify users’ online knowledge payment mechanism. Based on UTAUT theory, this study uses statistics, structural equation modeling, and mediating effect analysis to construct a theoretical model of the influencing factors of users’ payment behavior of knowledge payment platform from the user level, knowledge-provider level, and platform level. The findings show that content quality, peer influence, KOL influence, perceived interaction, effort expectation, and perceived trust significantly affect users’ willingness-to-pay and have an indirect effect on users’ paying behavior through their willingness-to-pay. Perceived cost, perceived interaction, content quality, peer influence, performance expectation, and effort expectation directly and significantly affect user paying behavior. By regulating the above elements, the improvement of customer attraction ability of online knowledge platforms can be realized.

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基于UTAUT模型的用户在线知识付费行为影响因素研究

随着信息的爆炸式增长和人们碎片化时间的增加，知识付费行业的市场规模不断扩大。然而，网络知识付费行为与传统消费的异质性逐渐凸显。分析影响用户网络知识付费行为的因素，明确用户网络知识付费机制具有重要的现实意义。本研究基于UTAUT理论，运用统计学、结构方程建模、中介效应分析等方法，从用户层面、知识提供者层面、平台层面构建知识付费平台用户付费行为影响因素的理论模型。研究结果表明，内容质量、同伴影响、KOL 影响、感知交互、努力期望、感知信任显着影响用户的支付意愿，并通过支付意愿间接影响用户的支付行为。感知成本、感知交互、内容质量、同行影响力、绩效期望和努力期望直接且显着地影响用户支付行为。通过对以上要素的调节，可以实现在线知识平台吸引客户能力的提升。