理性与偏差视角下在线问答社区用户知识付费意愿影响因素构型研究  

Research on the Configuration of Influencing Factors Affecting User Knowledge Willingness Payment in Online Q&A Community from the Perspective of Reason and Status Quo Bias

作　　者：卢恒 张向先[1] 张莉曼 郭顺利 Lu Heng;Zhang Xiangxian;Zhang Liman;Guo Shunli(School of Management,Jilin University,Changchun 130022;Media College,Qufu Normal University,Rizhao 276826)

机构地区：[1]吉林大学管理学院,长春130022 [2]曲阜师范大学传媒学院,日照276826

出　　处：《图书情报工作》2020年第19期89-98,共10页Library and Information Service

摘　　要：[目的/意义]用户知识付费行为是受多种因素协同影响的复杂决策过程,探究免费知识获取情况下用户知识付费意愿影响因素的联合作用,对深入理解用户知识付费行为和促进付费问答社区可持续发展具有重要意义。[方法/过程]基于现状偏差理论和理性选择理论构建影响用户知识付费意愿的潜在变量,运用模糊集的定性比较分析方法分析变量间的非对称多重并发因果关系,探讨知识付费意愿的构型。[结果/结论]研究发现,在免费信息获取渠道存在的情况下,付费问答社区用户知识付费意愿是理性和偏见层面的多因素相互作用产生的结果,感知收益是高程度知识付费意愿最为关键的因素,个人免费观念是低程度知识付费意愿的重要影响因素。从条件组合来看,存在影响知识付费意愿的4种构型,根据对构型结果的分析提出促进用户知识付费的针对性策略。[Purpose/significance]The knowledge payment behavior of users is a complex decision-making process that is affected by the synergy of multiple factors.It is of great significance to explore the combined effect of factors affecting the willingness of users to pay for knowledge in the context of free knowledge acquisition.This study can help to understand the knowledge payment behavior of users and promote the sustainable development of the paid Q&A community.[Method/process]This paper constructed latent variables that affect users'willingness to pay for knowledge based on the current state deviation theory and rational choice theory.The fsQCA method was used to analyze the asymmetric multiple concurrent causality between the variables,and to explore the configuration of the willingness to pay for knowledge.[Result/conclusion]The study has found that,in the presence of free information acquisition channels,the willingness of users in the paid question-and-answer community to pay for knowledge is the result of multi-factor interactions at the level of rationality and bias.Perceived revenue is the most critical factor for a high degree of willingness to pay for knowledge.The idea of personal free is an important influencing factor of low-level knowledge willingness to pay.From the perspective of the combination of conditions,there are four configurations that affect the willingness to pay for knowledge.Based on the analysis of the results of the configuration,this paper proposes specific strategies to promote the payment of knowledge by users.

关 键 词：知识付费 现状偏差理论 理性选择理论 定性比较分析 影响因素构型 

分 类 号：G203[文化科学—传播学]