A questionnaire survey is used to analyze the status quo and influencing factors of users’ willingness to pay for medical knowledge on the Internet medical platform. A structural equation model is built and the path analysis is conducted. The results show that the willingness of Internet medical platform users to pay for medical knowledge is not high, and there are significant differences in health and economic status. Performance expectation, social influence and perceived value significantly and positively affect the willingness to pay for medical knowledge of Internet medical platform users.