用户持续使用知识付费APP意愿的影响因素研究

发布时间：2019-05-13 12:34

【摘要】：随着移动互联网的大爆发,在消费升级和分享经济的大背景下,各类知识付费APP的出现,为用户提供了知识交换、自由讨论和提升知识储备的崭新渠道。文章在期望确认理论、感知成本理论和持续使用相关理论的基础上,结合内容付费APP的特点,构建了用户持续使用内容付费APP意愿影响因素的理论模型。结果表明期望确认程度、感知有用性、主观参照、满意度正向影响用户对知识付费APP的持续使用意愿,感知成本对持续使用意愿的影响并不显著。最后,根据研究结果,对知识付费APP的运营者提供了培养用户的付费习惯与版权意识、保证内容与付费相匹配、加强媒体公关等建议。
[Abstract]:With the outbreak of mobile Internet, under the background of consumption upgrading and sharing economy, the emergence of all kinds of knowledge paid APP provides users with a new channel for knowledge exchange, free discussion and promotion of knowledge reserve. On the basis of expectation confirmation theory, perceptual cost theory and sustainable use theory, combined with the characteristics of content paid APP, this paper constructs a theoretical model of the influencing factors of users' willingness to pay for content payment APP. The results show that the degree of expected confirmation, perceived usefulness, subjective reference and satisfaction positively affect users' willingness to use knowledge-paid APP, while perceived cost has no significant effect on the willingness to continue to use. Finally, according to the results of the study, some suggestions are provided to the operators of knowledge-paying APP, such as cultivating users' paying habits and copyright awareness, ensuring that the content matches with the payment, and strengthening the media public relations.
【作者单位】：北京邮电大学经济管理学院;
【分类号】：G252

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