图书情报知识 ›› 2018, Vol. 0 ›› Issue (4): 4-14.doi: 10.13366/j.dik.2018.04.004

• 专题:在线知识付费平台 • 上一篇    下一篇

基于感知价值视角的在线付费问答平台用户付费意愿研究

李武,艾鹏亚,谢蓉   

  • 出版日期:2018-07-10 发布日期:2018-07-10

Users’ Willingness of Paying for Online Q&A Platform Based on the Perceived Value

  • Online:2018-07-10 Published:2018-07-10

摘要:

基于感知价值视角,采用问卷调查研究方法,本研究讨论了影响用户对在线付费问答平台付费提问的相关因素。研究发现:①感知收益(内容收益和经济收益)和感知付出(费用付出和其他成本付出)均能有效地解释和预测用户对在线付费问答平台的感知价值。同时,在这四个感知因素中,内容收益对提问者的感知价值影响最大。②当感知因素与金钱相关时,感知价值发挥部分中介作用,而当感知因素与金钱无关时,感知价值表现出完全中介作用。从解释的总效益角度来看,与金钱相关的两个因素(经济收益和费用付出)对用户付费意愿的作用也远大于另外两个因素(内容收益和其他成本付出)。

关键词: 在线问答平台, 知识付费, 感知价值, 付费意愿, 感知权益, 感知付出

Abstract:

Drawing upon the customer perceived value theory, the study explored the factors that influence users' willing to pay for online Q&A platform. An online survey approach was adopted, and found that both perceived benefits (content benefits and monetary benefits) and perceived sacrifices (fees and other nonmonetary sacrifices) could explain and predict users' consuming willingness of online Q&A very well, of which the perceived content benefit was the strongest predictor. Besides, the results identified the partial mediating effect of perceived value between the two monetary factors (perceived monetary benefits and perceived fee), and users'willing to pay, and the full mediating effect of perceived value between nonmonetary factors (perceived content benefits and perceived monetary benefits) and users' willing to pay. In terms of variance explained, the two monetary factors were far more important than the other two nonmonetary factors in influencing users' willing to pay.

Key words: Online Q&A platform, Paying for knowledge, Perceived value, Paying willingness, Perceived benefit, Perceived sacrifices