文章将知识网红创造的内容对于其受众的吸引力概念化为内容表现力，认为内容表现力受到其内容特征的影响。文章以信息采纳模型为理论框架，探究知识网红内容表现力的特征因素，利用负二项回归和文本分析的方法对特征数据进行分析从而验证理论模型。研究发现：载体丰富度、内容专业度、内容可信度和内容趣味度会显著影响知识网红内容表现力，其中内容专业度影响作用最大；主题类型会调节内容趣味度对内容表现力的影响程度。本研究能为知识网红内容表现力增强和数字内容服务提供商价值萃取给予借鉴和启示。

The paper conceptualizes the content created by Internet celebrities as content performance and believes that content performance is affected by its content characteristics. Based on the information adoption model, this paper adds content entertainment as an influencing factor, and uses topic type as a regulatory variable. Combined with text analysis, negative binomial regression was used to analyze the data set. The findings are as follows: First, media richness, content entertainment, source expertise and source trustworthiness all significantly affect the performance of knowledge influencers, among which source expertise has the greatest impact; Second, the topic type can regulate the influence of content entertainment. Research can provide references and enlightenments for enhancing the performance of Internet celebrities and the value extraction of digital content service providers.