关键词: 知识付费, 知识焦虑, 期望确认, 在线学习, 求知欲

Abstract: [Purpose/Significance] Drawing on Expectation Confirmation Theory（ECT） and related theories of knowledge acquisition, the study aims at exploring whether and how knowledge payment can alleviate users' knowledge anxiety, which helps to understand the user's psychology for knowledge payment and optimize the design of knowledge products. [Design/Methodology] The mixed-method was adopted. Firstly, we used an in-depth interview to build a theoretical framework depicting the relationship between the use of online knowledge products and their anxiety alleviating. Then, we conducted a questionnaire survey to examine the impact of the use of online knowledge products on users' anxiety alleviating and its underlying mechanism. [Findings/Conclusion] The main findings are:（1）The degree of expectation confirmation is the logical starting point to understand whether knowledge payment can alleviate knowledge anxiety;（2）The relief of knowledge anxiety depends on both the confirmation of expectation and individuals' continuous efforts;（3）The current knowledge payment products are more suitable for users with low or middle thirst for knowledge to alleviate knowledge anxiety. [Originality/Value] Theoretically, the study proposed a conceptual model of knowledge payment and knowledge anxiety relief,then verified the conditions of knowledge payment to relieve knowledge anxiety. Practically, the results provided insightful information for users to make decision in purchasing and form strategies for knowledge paid product,and for product developers to maintain the sustainable development of the products.

Keywords: Knowledge payment, Knowledge anxiety, Expectation confirmation theory, Online study, Thirst for knowledge