Based on the MOA theory,this paper selects research variables from the three levels of motivation,opportunity and ability,and constructs a model to explore the influencing factors and intermediary effect of the willingness of postgraduates to pay for knowledge on academic WeChat official account.The results show that the subjective norms,recognition of knowledge providers,research pressure and consumption ability of postgraduates have a positive impact on their willingness to pay for knowledge on academic WeChat official account,and research pressure can affect their willingness to pay through instrumental needs,recognition of knowledge providers,subjective norms and self-efficacy.Accordingly,it provides suggestions on how to improve the willingness of postgraduates to pay for knowledge on academic WeChat official account.
关键词
知识付费/付费意愿/MOA理论/研究生/学术微信公众号
Key words
Knowledge payment/Willingness to pay/MOA theory/Postgraduate/Academic WeChat official account
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