文章通过文献调研，构建在线问答社区用户知识付费意愿影响因素模型，基于问卷调查，对模型进行实证检验。研究结果表明，社会影响、任务压力、求知好奇、感知趣味、技术易用是影响用户付费问答意愿的潜在因素，且社会影响的作用最大，自我效能和平台信任的影响均不显著。此外，收入和工作年限与付费意愿呈现显著负相关关系。

On the basis of literature review, the study constructs an influence factor model of users' willingness to pay for knowledge in online question and answer community. The model is verified with the data from questionnaires. The results show that social influence, task pressure, thirst for knowledge and curiosity, perceived playfulness and technical ease of use are potential factors which influence users’willingness to pay for answers. Among them, social influence has the greatest effect. However, the effects of self-efficacy and platform trust are not significant. In addition, Income and working years displays significant negative correlation with willingness to pay.