| 在线用户知识付费意愿的影响因素及其调节变量:元分析研究 |
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| 引用本文： | 卢恒,张向先,肖彬,刘苡声.在线用户知识付费意愿的影响因素及其调节变量:元分析研究[J].图书情报工作,2021,65(13):44-54. |
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| 作者姓名： | 卢恒 张向先 肖彬 刘苡声 |
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| 作者单位： | 吉林大学管理学院 长春 130022 |
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| 摘 要： | 目的/意义] 探究在线用户知识付费意愿影响因素对于知识付费平台建设和可持续发展具有重要意义，然而现有文献的实证结果之间存在不一致问题。方法/过程] 运用元分析方法，采用固定效应模型，对国内外在线用户知识付费意愿相关的40篇实证研究文献、14 452个独立样本进行综合分析，基于内容-情境-辨识框架归纳和识别影响在线用户知识付费意愿的关键因素，并通过异质性检验和亚组分析检验调节变量的作用。结果/结论] 结果表明，显著影响在线用户知识付费意愿的因素可以分为内容、情境和辨识3个类别，包括25个自变量，其中感知成本显著负向影响用户知识付费意愿，其余变量具有显著正向影响。对知识付费意愿具有高度相关性的因素有需求、体验、感知专业性、可靠性、感知知识质量、感知有趣性、感知收益和付费态度。同时，研究识别了被试对象特征的调节效应，发现用户具有知识付费经历与否是不同研究异质性的部分来源。
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| 关 键 词： | 元分析 知识付费 影响因素 相关性 调节效应 |
| 收稿时间： | 2021-01-11 |
| 修稿时间： | 2021-04-11 |
A Meta-analysis Research on Influencing Factors and Moderating Variables of Online Users' Willingness to Pay for Knowledge |
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| Lu Heng,Zhang Xiangxian,Xiao Bin,Liu Yisheng.A Meta-analysis Research on Influencing Factors and Moderating Variables of Online Users' Willingness to Pay for Knowledge[J].Library and Information Service,2021,65(13):44-54. |
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| Authors: | Lu Heng Zhang Xiangxian Xiao Bin Liu Yisheng |
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| Institution: | School of Management, Jilin University, Changchun 130022 |
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| Abstract: | Purpose/significance] Exploring the influencing factors of online users' willingness to pay for knowledge is of great significance to the construction and sustainable development of the knowledge payment platform. However, there are inconsistencies between the empirical results of the existing literature.Method/process] This paper used meta-analysis method and fixed effects model to conduct a comprehensive analysis of 40 empirical research documents and 14,452 independent samples related to the willingness to pay for online users' knowledge at home and abroad. First, based on the content-context-consciousness framework, the key factors affecting the willingness to pay for knowledge were summarized and identified. Second, the effect of moderating variables was tested by heterogeneity test and subgroup analysis.Result/conclusion] The results show that the factors that significantly affect online users' willingness to pay for knowledge can be divided into three categories:content, context, and consciousness, including 25 independent variables. Among them, the perceived cost significantly negatively affects users' willingness to pay for knowledge, and the other variables have significant positive effects. Factors that are highly relevant to the willingness to pay for knowledge include demand, experience, perceived professionalism, reliability, perceived knowledge quality, perceived interest, perceived benefits, and payment attitude. At the same time, the study identified the moderating effects of the characteristics of the subjects, and found that whether users have knowledge payment experience is part of the source of the heterogeneity of different studies. |
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| Keywords: | meta-analysis knowledge payment influencing factors correlation moderating effect |
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