语音问答社区用户知识付费意愿影响因素研究——基于现状偏差的视角  

Influence Factors of Users' Willingness to Pay for Knowledge in Voice Question and Answer Community: In the Perspective of Status Quo Bias

作　　者：卢恒 张向先[1] 张莉曼 LU Heng;ZHANG Xiang-xian;ZHANG Li-man(School of Management,Jilin University,Changchun 130022,China)

机构地区：[1]吉林大学管理学院,吉林长春130022

出　　处：《情报科学》2019年第6期119-125,162,共8页Information Science

摘　　要：【目的/意义】从抵制的视角研究语音问答社区用户知识付费意愿的影响因素,有助于解释语音付费问答的低渗透率,帮助内容创作者和问答社区运营商深入了解用户需求。【方法/过程】基于现状偏差理论,构建了研究语音问答社区用户知识付费意愿影响因素的概念模型,并运用实证研究方法对模型的适用性进行检验。【结果/结论】数据分析结果表明:语音问答社区用户的感知收益对知识付费意愿产生正向的影响,感知成本对知识付费意愿产生负向的影响;转换成本和个人免费观念对个体的感知成本有显著正向影响;沉没成本和信息获取习惯对个体的感知收益有显著负向影响;四个现状偏差因素对个体的知识付费意愿有间接影响,个体的收益成本认知在两者之间起着中介作用。【Purpose/significance】Exploring the influencing factors of users'willingness to pay for knowledge in voice Q&A community from the perspective of boycotting is helpful to explain the low usage rate of paid voice question and answer services,and helps content creators and Q&A community operators to deeply understand user needs.【Method/process】Based on the status quo bias theory,the conceptual model to explore the influencing factors of users'willingness to pay for knowledge in voice Q&A community is established.The applicability of the model is tested by using the empirical research method.【Result/conclusion】The results of data analysis show that the perceived benefit of users in voice Q&A community has a significant positive effect on the willingness to pay for knowledge,and the perceived cost has a negative effect on the willingness to pay for knowledge.Conversion cost and personal free concept have a significant positive effect on individual perceived cost.Sunk cost and information acquisition habit have a significant negative impact on individual perceived benefit.Four status quo bias factors have indirect effects on individuals'willingness to pay for knowledge,the individual's perception of benefits and costs plays an intermediary role between the two.

关 键 词：语音问答社区 知识付费 现状偏差 影响因素 

分 类 号：G252.0[文化科学—图书馆学]