基于信息采纳模型的知识付费行为研究——产品类型的调节效应  

Analyzing Knowledge Payment Behaviors with Information Adoption Model and Product Types

作　　者：齐托托 白如玉 王天梅[1] Qi Tuotuo;Bai Ruyu;Wang Tianmei(School of Information,Central University of Finance and Economics,Beijing 100081,China;HSBC Business School,Peking University,Shenzhen 518055,China)

机构地区：[1]中央财经大学信息学院,北京100081 [2]北京大学汇丰商学院,深圳518055

出　　处：《数据分析与知识发现》2021年第12期60-73,共14页Data Analysis and Knowledge Discovery

基　　金：国家自然科学基金项目(项目编号:72072194)的研究成果之一。

摘　　要：【目的】探讨产品描述的信息质量和知识生产者的可信度对用户知识付费行为的影响机制以及考查产品类型的调节机理。【方法】基于信息采纳模型,运用知乎Live的Python爬虫数据,结合文本分析与稳健回归分析方法,从产品描述的信息质量和知识生产者的可信度两个方面探究知识付费行为的影响因素,并将知识付费产品划分为实用型产品和享乐型产品,比较不同产品类型之间作用路径的差异性。【结果】产品描述的详尽性、生动性和相关性显著正向影响知识付费行为;知识生产者的声誉、经验和信息完备性显著正向影响知识付费行为;与实用型产品相比,享乐型产品中知识生产者的声誉和经验对知识付费行为的作用关系更强。【局限】尚未比较不同文化背景下知识付费行为的差异性,且仅采用截面数据研究了单一知识付费商业模式。【结论】全面归纳了影响用户知识付费行为的关键因素,深化了信息采纳模型的应用价值,为知识付费产品的设计和营销提供了实践参考。[Objective]This paper explores the information quality of product description and the credibility of knowledge producers,aiming to investigate their impacts on users’knowledge payment behaviors moderated by product types.[Methods]First,we retrieved data from Zhihu Live with the help of a Web crawler.Then,we studied the impacts with the robust regression and text analysis methods based on the information adoption model.We also divided knowledge payment products into the utilitarian and hedonic ones,and then compared their different action paths.[Results]The elaborateness,vividness,and relevance of product descriptions as well as the reputation,experience,and information completeness of knowledge producers positively affect knowledge payment behaviors.Compared with utilitarian products,the reputation and experience of knowledge producers in hedonic products have stronger impacts on knowledge payment behaviors.[Limitations]We did not compare the knowledge payment behaviors in different cultures,and only studied the single knowledge payment business model with cross-section data.[Conclusions]This paper summarizes the key factors affecting knowledge payment behaviors and the information adoption model.It provides practical guidelines for designing and marketing knowledge payment products.

关 键 词：知识付费行为 产品描述 信息质量 产品类型 信息源可信度 

分 类 号：G203[文化科学—传播学] F713[经济管理—产业经济]