The popularity of online knowledge payment platforms enables online users to disseminate paid knowledge via voice communication. However, such communication provided by users with little professional teaching skills commonly tends to contain linguistic disfluency, which is a potential determinant of consumer satisfaction of paid knowledge products. This study examines how linguistic disfluency inherent in paid knowledge products impacts consumer satisfaction and the moderating effects of two consumer knowledge aspects, namely expertise and familiarity. Based on processing fluency theory, we build a theoretical model to illuminate relationships between consumer satisfaction, linguistic disfluency, and consumer knowledge. Leveraging data from Zhihu Live, a leading online knowledge payment platform, we find that linguistic disfluency is negatively associated with consumer satisfaction; nevertheless, this negative association disappears or turns into a positive effect for consumers with high expertise and low familiarity. Our study offers implications for platforms to accomplish high consumer satisfaction and further improve user retention and revenue.

在线知识付费平台的普及使在线用户能够通过语音交流传播付费知识。然而，这种由缺乏专业教学技能的用户提供的交流通常倾向于包含语言不流利，这是消费者对付费知识产品满意度的潜在决定因素。本研究考察了付费知识产品中固有的语言不流畅如何影响消费者满意度以及消费者知识两个方面的调节作用，即专业知识和熟悉度。基于加工流畅性理论，我们建立了一个理论模型来阐明消费者满意度、语言不流畅性和消费者知识之间的关系。利用领先的在线知识支付平台知乎直播的数据，我们发现语言不流畅与消费者满意度呈负相关；然而，对于专业知识高、熟悉度低的消费者来说，这种负面关联消失了，或者变成了正面影响。我们的研究为平台实现高消费者满意度并进一步提高用户保留率和收入提供了启示。