摘要
知识网红作为推动知识付费行业发展的重要力量,如何对用户的付费行为产生影响亟待学界探讨。本文重点研究知识网红信息源特性(专业性、吸引力、交互性、可信性)对用户付费行为的影响机理,并探讨个人付费意识的调节作用。研究结果表明:知识网红的专业性、可信性对感知价值和付费行为均有显著影响,且个人付费意识正向调节感知价值对付费行为的影响。研究结果为理解知识网红在知识付费服务中的重要作用提供了理论支持,同时对于知识网红获利及知识付费平台管理具有一定的实践价值。
As an important force to promote the development of knowledge payment industry,how Internet celebrities affect payment behavior needs to focus on.The paper aims to study the influence mechanism of information source characteristics(professionalism,attractiveness,interactivity,credibility)on users’payment behavior and the moderating effect of individual payment consciousness.The results show that professionalism and credibility have significant influences on perceived value and payment behavior.Individual payment consciousness positively moderates the impact of perceived value on payment behavior.The finding provides theoretical support for understanding the important role of Internet celebrities on knowledge paid service and has certain practical value on the celebrity profit and knowledge payment platform management.
出处
《价格理论与实践》
北大核心
2021年第7期141-144,166,共5页
Price:Theory & Practice
基金
河北省教育厅重点项目《促进、激励高校科研成果转化的体制机制创新研究》(ZD201809)资助
关键词
知识网红
信息源特性
感知价值
知识付费行为
internet celebrities
information source characteristics
perceived value
knowledge payment behavior
