With the unprecedented development of information and communication technologies, online learning is increasingly seen as an important channel for knowledge acquisition. Although knowledge payment platforms have attracted a considerable number of consumers, little is known about the determinants of purchase intention of online learning consumers for online paid courses (OPCs). In this study, we identify the mechanism underlying online learning consumers’ purchase intentions towards online paid courses (OPCs) based on outcome expectation and trust. We further examine the antecedents of performance expectation and trust from a learning-oriented perspective. Results indicate that trust and performance expectation play positive roles in consumer purchase intention. Moreover, perceived lecturer expertise, prior learning experience, and personal trial experience are positively associated with trust and performance expectation, which in turn influence purchase intention towards OPCs. The data were collected using a questionnaire survey of 443 users of knowledge payment platforms, and the proposed model was analysed through structural equation modelling. This study enhances the theoretical understanding of why consumers purchase OPCs in the knowledge payment context. For information system practice, these findings provide new insights for managers on how to conduct knowledge product transactions effectively.

随着信息和通信技术的空前发展，在线学习越来越被视为获取知识的重要渠道。尽管知识付费平台已经吸引了相当数量的消费者，但对于在线付费课程（OPCs）的在线学习消费者购买意愿的决定因素知之甚少。在这项研究中，我们基于结果期望和信任确定了在线学习消费者对在线付费课程 (OPC) 的购买意向的机制。我们从面向学习的角度进一步研究了绩效期望和信任的前因。结果表明，信任和绩效期望在消费者购买意愿中起正向作用。此外，感知到的讲师专业知识、先前的学习经验、和个人试用体验与信任和绩效期望呈正相关，进而影响对 OPC 的购买意愿。通过对443名知识付费平台用户的问卷调查收集数据，并通过结构方程模型分析所提出的模型。本研究增强了对消费者在知识支付环境中购买 OPCs 的理论理解。对于信息系统实践，这些发现为管理者如何有效地进行知识产品交易提供了新的见解。并通过结构方程模型对所提出的模型进行了分析。本研究增强了对消费者在知识支付环境中购买 OPCs 的理论理解。对于信息系统实践，这些发现为管理者如何有效地进行知识产品交易提供了新的见解。并通过结构方程模型对所提出的模型进行了分析。本研究增强了对消费者在知识支付环境中购买 OPCs 的理论理解。对于信息系统实践，这些发现为管理者如何有效地进行知识产品交易提供了新的见解。