Survey on Factors Influencing College Students' Willingness to Pay for Audio-based Knowledge --Based on TPB Theory

Abstract

Knowledge payment products are becoming more and more popular among the public, among which audio-based knowledge payment products have a greater potential to develop as an emerging form. But they are still receiving less attention and recognition at present. Based on TPB theory, this study explores 15 factors that may influence Chinese college students' willingness to purchase audio-based knowledge payment products from three aspects: behavioral attitude, subjective norms, and perceived behavioral control, and through logistic regression analysis of 427 valid questionnaires, we conclude that behavioral attitude has a significant positive influence on college students' willingness to pay for audio-based knowledge, and propose suggestions for this study. The findings of this study suggest that the producers of paid audio knowledge products should pay more attention to the quality and connotation of the products themselves, and appropriately shorten the playing time of individual contents to meet the fragmented needs of college students. At the same time, universities can also try to cooperate with audio platforms to reduce the purchase cost of students and regulate the content of products.