Abstract: ［Purpose/Significance］Since there is much room left for the development of open access journals, exploring the impact factors of open access journals' knowledge dissemination effectiveness from the audience dimension is very important for improving the knowledge dissemination effectiveness and the development of open access journals.［Design/Methodology］The audience-based evaluation index system of impact factors for the open access journals’ knowledge dissemination effectiveness was set up, covering four aspects,i.e., audience literacy, cognition, emotion and behavior. The weight of each index was determined by the analytic hierarchy process. In addition, the scientificity and rationality of the indicators were verified by the method of fuzzy comprehensive evaluation.［Findings/Conclusion］The effectiveness of open access journals' knowledge dissemination mainly depends on audience literacy and behavior, and is also partly affected by audience cognition and emotion.［Originality/Value］The paper makes a systematic research on the audience influencing factors and the mechanism of open access journals’ knowledge dissemination effectiveness, which can provide reference for improving the effectiveness.

Key words: Open access journal, Knowledge dissemination effectiveness, Audience, Influencing factor, Analytic hierarchy process