用户需求、认知盈余与媒介赋权:中国知识付费市场兴盛的三层逻辑  

User Demand,Cognitive Surplus,and Media Empowerment:the Three-tiered Logic Behind the Prosperity of China Knowledge Payment Market

作　　者：李亚妮[1] LI Yani(School of Teachers’Development,Shaanxi Normal University,Xi’an 710062,China)

机构地区：[1]陕西师范大学教师发展学院,西安710062

出　　处：《渭南师范学院学报》2025年第2期41-47,共7页Journal of Weinan Normal University

基　　金：渭南师范学院横向课题:中国知识付费市场运营逻辑研究(2024HX408)。

摘　　要：知识付费是用户出于明确的求知目的付费购买在线稀缺性知识的行为,中国知识付费市场兴起于2015年左右,在经历了现象化崛起、市场化发展后,逐步向产业化探索阶段迈进。这一市场的兴盛离不开资本这一普适性因素的强力驱动,但同时其在用户、生产者和媒介层面有其独特的兴盛逻辑。在用户层面,用户对知识的终身需求、网络用户知识选择或然率的降低和用户消费习惯的转变是其主要原因;在生产者层面,专业用户认知盈余的商品化和内容生产者劳动快感的满足提供了内外部刺激;而在媒介技术层面,媒介使用权的下沉和第三方支付平台的完善提供了媒介和技术保障。Knowledge payment is the behavior of users who pay to purchase scarce online knowledge for a clear purpose of seeking knowledge.The Chinese knowledge payment market emerged around 2015 and has gradually moved towards the stage of industrialization exploration after experiencing a phenomenal rise and market-oriented development.The prosperity of this market cannot be separated from the strong driving force of capital as a universal factor,but at the same time,it has its unique logic of prosperity at the levels of users,producers,and media.At the user level,the main reasons are the lifelong demand for knowledge,the decrease in the probability of knowledge selection by online users,and the transformation of user consumption habits;At the producer level,the commoditization of cognitive surplus by professional users and the satisfaction of labor pleasure by content producers provide internal and external stimuli;At the level of media technology,the sinking of media usage rights and the improvement of third-party payment platforms provide media and technological guarantees.

关 键 词：知识付费市场 兴盛逻辑 用户 生产者 媒介技术 

分 类 号：G206[文化科学—传播学]