用户科普类知识付费意愿的影响因素分析 ——基于TAM和VAM模型

Analysis of the influencing factors of users

摘要:

网络信息时代，知识付费逐渐普及并成为一种风尚，然而科普知识作为其中重要的一个门类，目前还未引起足够关注和重视。本文基于TAM和VAM模型的理论视角，采用问卷调查的方法，探究用户科普类知识付费意愿的影响因素。研究发现，内容生态可以显著正向影响感知有用性；感知有用性、感知费用、人际影响可以显著正向影响付费意愿；感知风险对用户付费意愿的影响不显著；平台信任的调节作用不显著，感知有用性在内容生态与付费意愿间起部分中介作用。在分析结果的基础上提出优化建议：优质内容+技术赋能，构建精准科普知识需求适配机制；制定合理化、差异化的定价机制；线上线下联动，建立分散式传播体系。

Abstract:

In the era of network information, knowledge payment has gradually become popular and become a fashion. However, as an important category of popular science knowledge, it has not attracted enough attention and attention. Based on the theoretical perspective of TAM and VAM models, adopt the method of questionnaire to explore the influencing factors of users' willingness to pay for popular science knowledge.The study found that content ecology can significantly and positively affect perceived usefulness; perceived usefulness, perceived cost, and interpersonal influence can significantly and positively affect willingness to pay; perception The influence of risk on users' willingness to pay is not significant; the moderating effect of platform trust is not significant, and perceived usefulness plays a partial mediating role between content ecology and willingness to pay.Finally, based on the analysis results, optimization suggestions are put forward:high quality content+technical empowerment,build a precise science knowledge demand adaptation mechanism; formulate a rational and differentiated pricing mechanism; online and offline linkages, and establish a decentralized communication system.