基于感知价值及动机理论的付费知识持续贡献行为研究——以知乎Live为例

Research on Continuous Contribution Behavior of Paid Knowledge Based on Perceived Value and Motivation Theory——Taking Zhihu Live as an Example

[目的/意义]随着知识付费时代的到来,鼓励优质内容创作者进行积极的付费知识贡献成为社会化问答社区需要解决的难题。持续性知识贡献行为有助于开拓新的知识付费市场,对社区流量变现及长远发展具有重要的现实意义。[方法/过程]以社会化问答社区知乎中的Live主讲人作为研究对象,以感知价值理论及动机理论为基础,通过对真实用户数据进行负二项回归,探究知乎Live主讲人的付费知识持续贡献影响因素。[结果/结论]Live物质收益、心理收益、社会资本及"知识付费"观念归属认同存在显著正向影响,知识编撰成本及群体认同存在显著负向影响,而高门槛的付费知识贡献行为并不利于主讲人的利他信念及自我效能施展。

[Purpose/significance]With the advent of the era of paid knowledge,how to encourage high-quality content creators to contribute paid knowledge actively has become a problem for social Q&A community needs.Research on users’continuous knowledge contributing behavior is conductive to open new knowledge-paying market,and has practical significance for community long-term development.[Method/process]This paper regarded the social Q&A community Zhihu Live speaker as the research object.Based on motivation theory and perceived value theory,we explored the impact of social Q&A community users’paid knowledge contributing continuously factor through the negative binomial regression of real user data.[Result/conclusion]Live material rewards,psychological rewards,social capital,and the identity of the"pay for knowledge"concept have a significant positive impact,and the cost of knowledge compilation and users’identity in community groups have a significant negative impact.High-threshold paid knowledge contributing behavior is not conducive to users’altruistic beliefs and self-efficacy.