[目的/意义]随着分享经济的发展，以在线付费问答平台为代表的知识付费产品有效地实现了知识的变现，本研究以这类平台为切入点，探索用户的付费模式及付费意愿，加深对用户知识付费行为的认识。[方法/过程]通过对分答、值乎和微博问答三大平台的比较分析，总结在线付费问答平台的用户付费模式，利用问卷调查法考察用户的付费意愿及其动机。[结果/结论]研究表明，在线付费问答平台主要有两种用户付费模式：提问付费和围观付费。用户对这两种付费模式没有特别偏好，二者呈现不完全替代关系，且影响用户对这两种付费模式的付费意愿的动机因素有所不同。本研究认为，知识付费在本质上是知识驱动型的信息消费行为，同时具有明显的粉丝经济特点。
[Purpose/significance] With the promotion and development of sharing economy, online Q&A paid platforms have succeeded in monetizing knowledge. This present study aims at exploring users' payment pattern and purchase intention from the perspective of knowledge payment, expecting to get a better insight to this popular phenomenon.[Method/process] This study firstly summarized users' payment model of online Q&A payment platforms based on the case study of Fenda, Zhihu and Weibo Q&A platforms, then conducted a large-sample online questionnaire survey to address users purchase intention and their motivations.[Result/conclusion] The results indicate that paying for knowledge is an information-driven consuming behavior in nature which owns distinguished features of fans economy as well. This study also finds that there exists a kind of incomplete substitution relationship between asker pay and onlooker pay.
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