企业家答主形象对问答平台用户付费意愿的影响研究  

Research on the Influence of the Image of the Entrepreneur Answerer on Users Willingness to Paying of the Question and Answer Platform

作　　者：董开栋 DONG Kaidong

机构地区：[1]广州大学新闻与传播学院

出　　处：《传媒经济与管理研究》2021年第1期213-230,共18页Media Economics and Management Research

摘　　要：企业家答主是问答平台重要的内容供给方,探究企业家答主形象对问答平台用户付费意愿的影响对企业家人格化营销和问答平台运营管理具有重要的现实意义。整合钦佩感理论和感知价值理论,构建企业家答主形象对问答平台用户付费意愿影响的理论模型,通过问卷调查法收集相关数据,并利用SmartPLS 3.0软件对模型进行检验。研究发现,企业家答主的能力和美德形象对问答平台用户付费意愿具有显著的正向影响,钦佩感通过感知价值的中介作用间接影响用户付费意愿,而相关性在感知价值与用户付费意愿的关系中发挥着调节作用。The entrepreneur answerer is an important content provider of the Q&A platform.It is of great practical significance to explore the influence of the image of the entrepreneur answerer on the willingness of users to pay for the Q&A platform for the personalized marketing of entrepreneurs and the operation and management of the Q&A platform.The theory of admiration and the theory of perceived value were integrated to construct the theoretical model of the impact of the image of entrepreneur respondents on the willingness of users to pay on the question-and-answer platform.Data were collected through questionnaire survey and the model was tested by SmartPLS 3.0.The ability and virtue image of the entrepreneur respondents have a significant positive impact on the willingness of users to pay on the question-answering platform.Admiration indirectly influences the willingness of users to pay through the mediating role of perceived value,while correlation plays a moderating role in the relationship between perceived value and the willingness of users to pay.

关 键 词：问答平台 企业家形象 知识付费 感知价值 

分 类 号：F27[经济管理—企业管理]