付费知识问答平台中提问者转移行为的影响因素分析  

Research on the Influencing Factors of Askers'Switching Behavior on Payment-based Knowledge Q&A Platforms

作　　者：刘周颖 赵宇翔[2] 朱庆华[1] Liu Zhouying;Zhao Yuxiang;Zhu Qinghua(School of Information Management,Nanjing University,Nanjing 210023;School of Economics and Management,Nanjing University of Science and Technology,Nanjing 21)

机构地区：[1]南京大学信息管理学院,南京210023 [2]南京理工大学经济管理学院,南京210094

出　　处：《图书情报工作》2020年第12期75-86,共12页Library and Information Service

基　　金：国家自然科学基金面上项目"基于科研众包模式的公众科学项目运作与管理机制研究"(项目编号:71774083);国家自然科学基金面上项目"协同视角下社会化搜索的形成机制及实现模式研究"(项目编号:71473114)研究成果之一。

摘　　要：[目的/意义]免费知识问答平台和付费知识问答平台是寻求问题解决的两大渠道。对提问者从免费转移到付费知识问答平台的影响因素进行探索,以提升付费知识问答平台的用户体验并推动付费知识问答平台的良好发展。[方法/过程]首先,本文对知识付费影响因素的相关研究进行综述;随后,基于关键事件技术,并结合推-拉-锚定模型对提问者从免费转移到付费知识问答平台的影响因素进行梳理;接着,笔者利用熵权法比较各影响因素在提问者转移前和转移后两种情况下的权重。[结果/结论]提问者转移行为的影响因素包括免费知识问答平台相关因素、付费知识问答平台相关因素、社会因素、个人因素和客观因素5个大类,并且各影响因素在转移前和转移后具有一定程度的差异。最后,笔者对付费问答平台的宣传机制、定价机制、审核机制和评价机制提出对策建议。[Purpose/significance]Free-based and payment-based knowledge Q&A platforms are two major channels for problem solving.In order to improve the user experience on the payment-based knowledge Q&A platforms and promote the development of payment-based knowledge Q&A platforms,this paper explores the influencing factors of the askers'switching from free-to payment-based knowledge Q&A platforms.[Method/process]Firstly,this paper reviewed the related researches on the influential factors of knowledge payment.Then,based on the critical incident technique and the push-pull-mooring model,this paper combed the influencing factors of the askers'switching behavior from the free-to payment-based knowledge Q&A platforms.Then,this paper used entropy weight method to compare the weight of each influencing factor before and after the switching behavior.[Result/conclusion]The factors that influence the askers'switching behavior are divided into the related factors of free-based knowledge Q&A platforms,the related factors of payment-based knowledge Q&A platforms,social factors,personal factors and objective factors.Moreover,the influences of these factors have some differences before and after the switching behavior.Finally,the authors put forward some suggestions on the publicity mechanism,evaluation mechanism,payment mechanism and pricing mechanism of the payment-based Q&A platforms.

关 键 词：知识付费 付费知识问答平台 转移行为 关键事件技术 推-拉-锚定模型 

分 类 号：G252[文化科学—图书馆学]