In 2016, “knowledge payment” had become the most popular Internet phenomenon in China. As we all know, knowledge content is an intangible information product, which is essentially different from the physical product. We cannot judge its quality directly from the external features. When the quality of knowledge products cannot be directly judged, what are the factors affected by the consumer in the process of making a purchase decision? This article studies the factors that may affect the willingness to pay for consumers in the knowledge pay platform. We use Python to collect “Zhihu live” data and analyze it through the SPSS tool. The results show that online social capital of knowledge sharers has a significant positive impact on consumers’ willingness to pay, but there is no significant effect of offline social capital and knowledge price on consumers' willingness to pay.