知识付费产品销量影响因素研究:以知乎Live为例  

Paying for knowledge in online community: An exploratory study for Zhihu Live

作　　者：蔡舜[1] 石海荣 傅馨 陈熹[2] CAI Shun;SHI Hai-rong;FU Xin;CHEN Xi(School of Management,Xiamen University,Xiamen 361005,China;School of Management,Zhejiang University,Hangzhou 310058,China)

机构地区：[1]厦门大学管理学院,福建厦门361005 [2]浙江大学管理学院,浙江杭州310058

出　　处：《管理工程学报》2019年第3期71-83,共13页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(91746103、91546107、71572166、71301133);福州市社会科学规划重大项目(2017FZA05)

摘　　要：伴随着在线知识付费平台的蓬勃发展,基于互联网的知识付费市场正在迅速成长。通过知识付费平台,用户可以轻松便捷的分享知识,藉此获得收入;用户也可以付费或者免费收听他人分享的知识。目前在线虚拟社区中的知识付费研究主要集中探究知识提供者生产意愿的影响因素。从知识消费者角度出发,探究其对新兴知识产品付费意愿及知识产品销量影响因素的研究还相对较少。本文以社区直播类知识付费平台知乎Live为研究对象,根据其实际运营数据,构建基于信号理论的模型并提出假设,探究知识产品(如Live)价格对其销量的影响。本文研究发现,价格对知识产品销量有负向影响,但是当产品评论数量足够多时,价格对销量的负向影响减弱。对于知识这种特殊的商品,在不同的情境下价格对知识消费者是成本信号与质量信号的混合。本研究对现有文献做出了补充,同时可帮助知识付费平台更精准地对产品销量进行预测;同时对知识分享者、消费者提供建议,引导其更高效的完成知识交易。With the rapid development of online knowledge sharing platforms which provide paid knowledge content, the Internet-based knowledge exchange market is growing rapidly. The development of web 2.0 makes it easier for people to share their experience and skills. On knowledge-trading platforms, these experience and skills can conveniently be traded as knowledge commodity and bring profit to knowledge providers, which forms the current era of "knowledge realization". However, it is difficult to evaluate the utility function of knowledge products as typical experience goods. In consumers’ decision-making process, consumers usually judge the quality of experience products by observing multiple cues in the transaction, such as product price, characteristic of online reviews (including review valence and volume), popularity cues (such as the number of likes) and reputation of product providers. Prior research on signaling theory suggested that cost and difficulty to obtain could influence signal properties. Although quality cues like reviews characteristic (review valence and volume) have been intensively studied in the literature, how these review characteristics and reputation of knowledge providers may interact with price under the circumstance of knowledge paid content is still scant. Drawn upon signaling theory, this work proposes and empirically tests a conceptual framework to reveal how price cues interact with other cues and influence sales volume of online knowledge products. We mainly seek to answer the following research questions:(1) What role does price play in consumers’ purchase process of online knowledge paid products?(2) How does review volume moderate the effect of price for online knowledge paid products?(3) How does provider reputation moderate the effect of price for online knowledge paid products? Zhihu, built in Jan 2011, is one of the largest online social-network-based Q&A community in China. It aims at building a knowledge repository of questions and answers. In May 2016, Zhihu launched a ne

关 键 词：知识付费产品 信号理论 知乎Live 

分 类 号：C931.6[经济管理—管理学]