联合会员模式下知识付费用户持续付费意愿影响因素研究  

Research on Influencing Factors of Continuous Payment Willingness of Knowledge-Paying Users Under Joint Membership Mode

作　　者：黄若尧 HUANG Ruoyao(The First Affiliated Hospital of Zhengzhou University Hospital Office,Zhengzhou 450001,China)

机构地区：[1]郑州大学第一附属医院医院办公室,河南郑州450001

出　　处：《晋图学刊》2025年第1期19-29,共11页Shanxi Library Journal

摘　　要：“知识+X”产品是知识付费平台的新业态。文章以喜马拉雅FM为例,通过对48名持续付费用户的访谈,采用扎根理论揭示了用户持续付费意愿的影响因素。研究发现,用户持续付费意愿受用户、需求、联合会员商业模式、平台、环境等5个维度影响,这构成了UDMPE模型分析框架。其中:需求维度是动力层;联合会员商业模式是关键层;平台是保障层;外部环境是刺激层。联合会员模式下,“一站式”购买便利和联合会员价格优惠对用户持续付费意愿影响更大。An exploratory analysis of the"Knowledge+X"business model within the realm of knowledge payment platforms is conducted,utilizing Himalaya FM as an empirical example.Drawing upon semi-structured interviews with 48 loyal subscribers and applying grounded theory methodology,this study elucidates five core dimensions that constitute the UDMPE analytical framework:user demographics,demand characteristics,the collaborative membership schema,platform attributes,and external environmental factors.Specifically,demand characteristics serve as the primary motivator,the collaborative membership schema functions as a critical juncture,platform attributes offer essential support,and external environmental factors stimulate continued payment intention.Within the collaborative membership schema,the ease of"one-stop"access and associated cost advantages are notably influential in shaping sustained payment intention.

关 键 词：联合会员 “知识+X”产品 知识付费用户 持续付费意愿 

分 类 号：G358[文化科学—情报学]