大学生对知识付费产品购买意愿研究—以狮山大学城为例Research on the Influencing Factors of College Students’Willingness to Purchase Knowledge Payment Products——Take Shishan University Town as Example中文摘要近年来，整个知识付费产业与学术界都在一直探究知识付费这一范畴。本篇论文把大学生用户作为研究对象，通过文献研究法、问卷调查法、参与观察法分析目前在校大学生对知识付费产品购买意愿情况。本文首先是对知识付费的发展历程与研究现状进行了总结，然后通过网上查阅知识付费购买意愿相关资料并对相关文献进行了梳理。在借鉴其它类型调查问卷基础上设计了本次研究的调查问卷，通过互联网发放问卷，进行数据收集。结果发现，价格和个人需求两个因素对大学生群体知识产品购买意愿具有很大的影响力，另外大学生用户对于知识付费产品的质量也非常重视。基于研究结果，本文提出如下策略建议：从内容出发，精准解决用户核心知识需求；优化定价机制，提升性价比，选用多样优惠活动的方式满足大学生用户需求；重视用户的产品体验，增加试用服务，及时主动协助用户解决问题，塑造良好口碑；宣传上，发掘更多更好的专业人士，在把握核心知识内容的基础上，通过举办各项有效活动和合理利用意见领袖的 IP 效应（Intellectual Property），扩大品牌影响力，赢得更多市场份额。关键词：知识付费购买意愿 大学生用户AbstractIn recent years, the whole knowledge payment industry and academia have been exploring the scope of knowledge payment. College students' users were taken as the research target in this paper, and analyzes the current college students' willingness to purchase knowledge payment products by means of literature research, questionnaire survey and participant observation. This paper first summarizes the development process and research condition about knowledge payment, then reviews the relevant materials and literature through online access to knowledge payment purchase intention. On the basis of other types of questionnaires, the questionnaire of this study was designed and distributed through the Internet for data collect...
