：为洞察焦虑在知识付费意愿中的作用，文章从个体差异视角探究了神经质人格对用户知识付费意愿的影响及其发生机理。以社会比较为中介变量、求知欲为调节变量的有调节的中介效应检验发现，对于高求知欲用户而言，神经质人格仅能通过社会比较间接影响知识付费意愿，直接效应不存在；但对于低求知欲用户而言，社会比较的中介效应不再存在，神经质人格对知识付费意愿有正向直接的效应。

From individual difference perspective, the present study aimed to explore the effect of neuroticism on users' willingness to pay for online knowledge, and the underlying mechanism as well. An online survey was used for data collection, and the bootstrapping strategy was adopted to test the proposed moderated mediation model. As the results show, among users with high epistemic curiosity, social comparison fully mediates neuroticism and willingness to pay; whereas among those with low epistemic curiosity, neuroticism directly influence user willingness to pay without any mediating effect of social comparison.