大学生知识付费意愿影响因素研究：基于感知、情感与行为的整合模型

Research on Factors Influencing College Students’ Willingness to Pay for Knowledge: An Integrated Perceptual-Affective-Behavioral Model

摘要: 本研究构建了一个包含功能价值、主观规范、情感价值、感知价值和知识付费意愿的结构方程模型，探讨影响大学生知识付费意愿的关键因素及其作用机制。结果表明：功能价值、主观规范和情感价值显著直接影响感知价值；感知价值、主观规范和情感价值显著直接影响知识付费意愿。研究揭示了大学生知识付费决策的双重路径机制：一是通过理性认知路径(功能价值→感知价值→付费意愿)，二是通过感性驱动路径(情感价值和主观规范→付费意愿)。这些发现为知识付费平台优化产品设计和营销策略提供了理论依据和实践指导。

Abstract: This study develops a comprehensive structural equation model (SEM) to investigate the key determinants and underlying mechanisms affecting college students’ willingness to pay for knowledge. The model incorporates functional value, subjective norms, emotional value, perceived value, and payment intention. The findings indicate that functional value, subjective norms, and emotional value all exert significant direct influences on perceived value. Furthermore, perceived value, subjective norms, and emotional value are identified as direct and significant antecedents of the willingness to pay for knowledge. The research elucidates a dual-pathway mechanism in students’ decision-making processes: one is a rational cognitive pathway (functional value → perceived value → payment intention), and the other is an affective-driven pathway (emotional value and subjective norms → payment intention). These insights offer a theoretical foundation and practical guidance for knowledge payment platforms to optimize their product design and marketing strategies.