摘要
互联网的高速发展和消费内容的升级共同促使知识付费平台呈现爆发式增长,知识付费平台之间的竞争日趋激烈。用户付费意愿对知识付费平台的发展至关重要。本文以知乎平台为研究对象,研究用户付费意愿的影响因素,通过SPSS18.0对调查问卷进行描述性分析和相关回归分析。研究发现感知质量、意见领袖、知识管理需求、感知成本、风险认知五个因素对用户的付费意愿有显著影响。在此基础上,主要从内容、需求、价格、宣传、风险五个方面对知乎平台提出建议,增强用户的活跃度和粘性,以实现知乎平台的良性发展。
The rapid development of the Internet and the upgrading of consumer content have led to an explosive growth in the knowledge payment platform,and the competition between knowledge payment platforms has become increasingly fierce.The willingness of users to pay is critical to the development of the knowledge payment platform.This paper takes Zhihu App as the research object,studies the influencing factors of users′willingness to pay,and conducts descriptive analysis and related regression analysis on the questionnaire through SPSS 18.0.The study found that five factors,perceived quality,opinion leaders,knowledge management needs,perceived costs,and risk perception,have a significant impact on users′willingness to pay.On this basis,we will make suggestions on Zhihu App from the five aspects of content,demand,price,publicity and risk,enhance the activity and stickiness of users,and realize the benign development of Zhihu App.
作者
徐礼志
XU Li-zhi(School of Econemics and Management,Yan′an University,Yan′an 716000,China)
出处
《延安大学学报（自然科学版）》
2019年第3期23-28,33,共7页
Journal of Yan'an University：Natural Science Edition
基金
陕西省软科学项目(2018KRM124)
陕西省教育厅科研项目(18JK0849)
延安大学校级科研项目(YDQ2017-02)
关键词
知乎平台
知识付费产品
付费意愿
Zhihu App
knowldge payment produces
widingnees to pay
