在线教育类知识付费产品的顾客体验价值研究——以腾讯课堂为例  

Customer Experience Value of Paid Online Educational Knowledge Products——Taking Tencent Classroom as an Example

作　　者：王宇婷 WANG Yu-ting(Gansu University of Political Science and Law,Gansu,730070)

机构地区：[1]甘肃政法大学商学院,甘肃兰州730070

出　　处：《天津商务职业学院学报》2022年第3期76-82,共7页Journal of Tianjin College of Commerce

摘　　要：普通用户在教育方面拥有较高的消费需求,三胎政策放开会带来更多新生人口,促进教育行业更好发展,互联网时代在线知识付费掀起一股热潮。本文结合顾客体验价值理论,通过爬取在线知识付费产品的用户评价作为数据进行内容分析,构建在线教育类知识付费产品的顾客价值体系,其中包括效用价值、卓越价值、知识价值、成长价值、实用价值、匹配价值、情感价值、互动价值、服务价值和氛围价值共10个体验价值维度。其中,知识价值、氛围价值、成长价值和实用价值是新涌现出的体验价值维度,互动价值体现了新的数字体验价值。Because of the higher demand of ordinary users for education and the newborns incerease brought about by the release of the three-child policy,the education industry will gain a better development,with an upsurge of paid online knowledge products in the Internet Age.Referring to the customer experience value theory,this paper uses data crawling technology to study the user evaluation of paid online knowledge products,analyzes the content of the above data,and constructs the customer experience value system of such products,including ten experience value dimensions,in terms of utility,excellence,knowledge,growth,practice,matching,emotion,interaction,service and atmosphere.Among them,knowledge value,atmosphere value,growth value and practice value are newly emerging,while interaction value reflects the new digital experience value.

关 键 词：在线知识付费 内容分析法 顾客体验价值 

分 类 号：F713.36[经济管理—产业经济]