The Study On The Influential Factors Of College Students' Online Pay-for-knowledge Behavior

Since 2016,multiple online pay-for-knowledge products have appeared,such as Fenda and Zhihu,bringing online knowledge payments into public view.As a booming academic field,not only have scholars always confuse the concept of knowledge payments,content payments and online knowledge payments,but also this area has been filled with simple statements of knowledge payments,or analyze the business model of relevant products,lacking a comprehensive study of online pay-forknowledge behavior,which is an unique topic of knowledge communication.Start with clarifying the concept of knowledge payments,content payments and online knowledge payments,based on the Theory of Planned Behavior,college students(one of online knowledge payment's target group)' online pay-for-knowledge behavior model is settled,relevant hypothesis have been proposed as well,expecting to explore the influential factors of college student's online pay-for-knowledge behavior,moreover,consummate study of knowledge communication,provide reference for relevant practitioner and enhance knowledge communication in China.Through quantitative method of questionnaire,first,we acquired the overall situation of online pay-for-knowledge behavior in Chinese college students.To sum up,most college students still stick to traditional online pay-for-knowledge behavior,such as pay to download and pay to online class,not much college students have adopt newer online pay-for-knowledge behavior such as pay to ask and pay to order,the statement “The era of knowledge payments has come!” could not be testified,how to improve online knowledge communication still require efforts.Through correlation analysis of data,usefulness of knowledge,platform usability,value of knowledge provider,perceived social value,perceived amusement,social norms,self-efficiency & control efficiency have been proved positively influencing college students' online pay-for-knowledge behavior,on the other hand,hypothesis about perceived cost and personal norms could not been testified.Moreover,knowledge quality and platform usability are college students' primary demand of online pay-forknowledge products,knowledge provider and social environment play important roles as well,but objective situations gains little impacts.Concluded from above,advice for relevant industry are demonstrated in the last chapter.