羊群效应对在线知识产品用户付费意愿的影响分析

Analysis of the Influence of Herd Effect on the Users′Online Knowledge Products Payment Willingness

随着我国国际贸易的发展,知识产权保护问题备受关注,国内互联网的普及也带动了在线知识产品付费模式的兴起。然而该领域普遍存在跟风现象,引入羊群效应并结合个体认知、个体需求、感知成本、感知风险、交互性、感知价值共7个因素,建立Amos结构方程模型,利用问卷收集数据,以定量分析在线知识产品用户付费意愿的影响因素。结果发现除感知风险以外,以羊群效应为主的其他六个因素显著影响在线知识产品用户的付费意愿。基于此,为在线知识付费行业提出建议:坚持内容至上理念,关注产品口碑,搭建知识提供者与消费者的沟通桥梁。

With the development of China′s international trade,the issue of intellectual property protection has attracted much attention.In addition,the popularity of the domestic Internet has led to the rise of the payment model of online knowledge products.However,the phenomenon of following the trend prevails upon the field of Internet.This paper innovatively introduces the herd effect,and combines the individual cognition,individual demand,cost perception,risk perception,interactivity and perceived value.Based on the data collected by the questionnaire,Amos structural equation model is used to quantitatively analyze the key factors of online knowledge product users′willingness to pay.It was found that in addition to perceived risk,the other six factors,especially herd effect,significantly affect the willingness to pay for online knowledge products.Based on this,the following suggestions are put forward for online knowledge payment industry:adhere to the concept of content first,pay attention to product reputation,and promote communication between knowledge providers and consumers.