摘要：

【目的】 识别学术期刊新媒体平台用户知识付费意愿的关键影响因素,对提升用户知识付费意愿、提高学术期刊新媒体知识付费服务能力和促进平台可持续发展具有重要意义。【方法】 基于计划行为理论构建学术期刊新媒体平台用户知识付费意愿的影响因素指标体系,利用模糊决策实验室分析方法分析各因素间的相互关系,识别原因因素、结果因素和关键影响因素。【结果】 感知内容价值、感知服务质量、感知情感价值、感知金钱成本、口碑质量、口碑效价、专业性、交互性是用户知识付费意愿的关键影响因素。【结论】 学术期刊应从深耕产品内容质量、注重意见领袖培养、触发口碑效应及合理定价产品等方面提升其知识付费服务水平。

关键词: 学术期刊, 知识付费意愿, 计划行为理论, 决策实验室分析, 影响因素

Abstract:

[Purposes] Identifying the key influencing factors on users' willingness to pay for knowledge on new media platforms of academic journals is significant for enhancing users' willingness to pay for knowledge, improving the knowledge service ability of academic journals' new media, and promoting sustainable development of these platforms. [Methods] Based on the theory of planned behavior, this paper constructed an index system of influencing factors on users' willingness to pay for knowledge on the new media platform of academic journals. The fuzzy decision-making trial and evaluation laboratory method was utilized to analyze the relationships among various factors and identify causal factors, result factors, and key influencing factors. [Findings] Perceived content value, perceived service quality, perceived emotional value, perceived monetary costs, word-of-mouth quality, word-of-mouth valence, professionalism, and interactivity are the key influencing factors on users' willingness to pay for knowledge. [Conclusions] Academic journals should optimize the knowledge payment service level from such aspects as improvement of product content quality, emphasis on opinion leader cultivation, word-of-mouth effect triggering, and reasonable product pricing.

Key words: Academic journal, Willingness to pay for knowledge, Theory of planned behavior, Decision-making trial and evaluation laboratory, Influencing factor