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

doi:10.13266/j.issn.0252-3116.2021.13.005

图书情报工作 ›› 2021, Vol. 65 ›› Issue (13): 44-54.DOI: 10.13266/j.issn.0252-3116.2021.13.005

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

卢恒, 张向先, 肖彬, 刘苡声

吉林大学管理学院长春 130022

收稿日期:2021-01-11 修回日期:2021-04-11 出版日期:2021-07-05 发布日期:2021-07-10
通讯作者: 张向先(ORCID:0000-0003-3186-2677),教授,博士生导师,通讯作者,E-mail:zhangxx7777@163.com
作者简介:卢恒(ORCID:0000-0002-6680-5915),博士研究生;肖彬(ORCID:0000-0003-4647-0641),博士研究生;刘苡声(ORCID:0000-0001-7481-497X),硕士研究生。

A Meta-analysis Research on Influencing Factors and Moderating Variables of Online Users' Willingness to Pay for Knowledge

Lu Heng, Zhang Xiangxian, Xiao Bin, Liu Yisheng

School of Management, Jilin University, Changchun 130022

Received:2021-01-11 Revised:2021-04-11 Online:2021-07-05 Published:2021-07-10

摘要/Abstract

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。

关键词: 元分析, 知识付费, 影响因素, 相关性, 调节效应

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.

Key words: meta-analysis, knowledge payment, influencing factors, correlation, moderating effect

中图分类号:

G203

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.

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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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

A Meta-analysis Research on Influencing Factors and Moderating Variables of Online Users' Willingness to Pay for Knowledge

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