双重信任视角下社会化问答社区知识付费意愿的影响机制研究  

The Influence Mechanism of Willingness to Pay for Knowledge in Social Q&A Community from the Perspective of Dual-Trust

作　　者：朱光[1,2] 颜燚 ZHU Guang;YAN Yi(Research Center of Risk Management and Emergency Decision Making,Nanjing University of Information Science and Technology,Nanjing 210044,China;School of Management Science and Engineering,Nanjing University of Information Science and Technology,Nanjing 210044,China)

机构地区：[1]南京信息工程大学风险治理与应急决策研究院,江苏南京210044 [2]南京信息工程大学管理工程学院,江苏南京210044

出　　处：《情报科学》2024年第3期52-63,共12页Information Science

基　　金：教育部人文社会科学研究青年基金“个人医疗数据的隐私感知演化及流通增值路径研究”(23YJC870016);江苏高校哲学社会科学研究重大项目“个人健康信息的隐私关注演化及流通增值路径研究”(2023SJZD083);江苏省社会科学基金一般项目“个人医疗数据的隐私风险感知、分级流通与加工增值机制研究”(23TQB003)。

摘　　要：【目的/意义】探索社会化问答社区中人际交互所产生的人际信任对用户知识付费意愿的影响,有助于从知识生产者角度建立用户认知和情感信任,提升用户付费意愿。【方法/过程】本文基于人际信任理论,分别从用户对知识生产者的认知信任和情感信任两个维度构建用户知识付费意愿影响因素理论模型。通过获取知乎社区付费咨询板块中的实际运营数据,对模型进行验证分析。【结果/结论】研究表明,用户对知识答主能力、可靠性和专业性的认知信任以及用户情感度表征的情感信任均显著正向影响其付费意愿;价格负向调节能力信任和专业性信任对付费意愿的影响;付费知识主题在答主的能力、答主可靠性以及用户情感度与用户付费意愿关系之间存在显著的调节效应。【创新/局限】从认知和情感两个方面揭示了社会化问答社区中用户信任对其知识付费意愿的影响机理,丰富了人际信任理论在知识付费场景的运用;探索了价格、知识主题在信任与用户知识付费意愿关系之间的调节作用,为提升用户知识付费意愿提供了重要启示。【Purpose/significance】This study aims to explore the impact of interpersonal trust generated by social Q&A community on users'willingness to pay for knowledge,which can help establish users'cognitive and emotional trust in knowledge producers and in⁃crease their willingness to pay.【Method/process】Based on the theory of interpersonal trust,this paper constructed a theoretical model of the influencing factors of users'willingness to pay for knowledge from two dimensions:cognitive trust and affective trust in knowl⁃edge producers.Using operational data from the paid consulting section of Zhihu community,the model was validated and analyzed.【Result/conclusion】The study finds that users'cognitive trust in knowledge respondents'ability,reliability,and professionalism,as well as their affective trust represented by user sentiment,significantly and positively affect users'willingness to pay;price negatively moderates the impact of trust in ability and professionalism on willingness to pay;the knowledge domain of knowledge respondents has a significant moderating effect on the relationship between knowledge respondents'ability,reliability,user sentiment and users'will⁃ingness to pay.【Innovation/limitation】This paper reveals the influence mechanism of user trust on their willingness to pay for knowl⁃edge in social Q&A community from cognitive and affective perspectives,and enriches the application of interpersonal trust theory in knowledge payment scenario.Additionally,it provides valuable insights for improving users'willingness to pay by exploring the moder⁃ating effect of price and knowledge domain on the relationship between trust and users'willingness to pay for knowledge.

关 键 词：社会化问答社区 认知信任 情感信任 知识付费意愿 付费价格 知识主题 

分 类 号：G252.0[文化科学—图书馆学] C912[经济管理]