图书馆杂志

图书馆杂志 ›› 2023, Vol. 42 ›› Issue (384): 97-111.

• 信息管理 • 上一篇    下一篇

移动学习视域下知识付费购买行为影响因素研究——以“知乎”为例

文学国1 梁 冉2 夏轶群3
(1 上海大学法学院 2 上海大学管理学院 3 上海应用技术大学经济与管理学院)
  

  • 出版日期:2023-04-15 发布日期:2023-04-27
  • 作者简介:文学国 上海大学法学院,教授,博士研究生导师。研究方向:知识产权管理。作者贡献:论文选题、框架设计及修改论文。E-mail: wenxg@cass.org.cn上海 200444 梁 冉 上海大学管理学院,博士研究生。研究方向:技术创新与知识产权管理。作者贡献:拟定研究框架、撰写修改论文。 上海 200444 夏轶群 上海应用技术大学经济与管理学院,副教授,硕士研究生导师。研究方向:技术创新与知识产权成果转化、科技金融。作者贡献:论文校对及修改。上海 201418

Research on the Influencing Factors of Knowledge Product Purchase Behavior from the Perspective of Mobile Learning:Taking Zhihu Website as an Example

Wen Xueguo1, Liang Ran2, Xia Yiqun3 (1 School of Law, Shanghai University; 2 School of Management, Shanghai University; 3 School of Economics and Management, Shanghai Institute of Technology)   

  • Online:2023-04-15 Published:2023-04-27
  • About author:Wen Xueguo1, Liang Ran2, Xia Yiqun3 (1 School of Law, Shanghai University; 2 School of Management, Shanghai University; 3 School of Economics and Management, Shanghai Institute of Technology)

摘要:

知识付费作为共享经济时代下一种新型的学习方式应运而生。本文基于刺激—机体—反应理论、使用与满足理论以及信息搜寻、信息分享、感知归属感等变量,构建了移动学习视域下知识付费产品用户购买行为的影响因素研究模型。借助网络问卷平台收集526 份有效问卷,并使用偏最小二乘法—结构方程模型和Smart PLS 3.0 和SPSS 23.0 进行数据分析和假设检验。研究结果表明信息搜寻、信息分享正向影响用户满意度、感知归属感及沉浸体验;满意度和沉浸体验正向影响用户持续使用意愿,进而正向影响用户的购买行为;感知归属感对持续使用意愿的影响并不显著。本文厘清了用户购买行为影响因素间的内在逻辑关系,为有效提升用户黏性提供了有益的管理启示。

Abstract:

Paid knowledge service has emerged as a new learning method in the era of sharingeconomy. Based on stimulus-organism-response theory, uses and gratification theory, and variables suchas information search, information sharing, and perceived belonging, this paper constructs a researchmodel on the influencing factors of users’ purchase of knowledge products from the perspective of mobilelearning. A total of 526 valid questionnaires were collected with the help of the online questionnaireplatform, and partial least squares structural equation model and Smart PLS 3.0 and SPSS 23.0 wereused for data analysis and hypothesis testing. The research results show that information search andinformation sharing positively affect user satisfaction, perceived belonging and immersive experience;satisfaction and immersive experience positively affect users’ willingness to continue to use, and thenpositively affect users’ purchase behavior; and perceived belonging has a positive impact on continuoususe. The effect of willingness was not significant. This paper clarifies the internal logical relationshipbetween the influencing factors of user purchase behavior, and provides useful management inspirationfor effectively improving user stickiness.