线上知识付费产品用户粘性实证研究——基于用户体验视角

Empirical research on user stickiness of online knowledge paid products:based on user experience perspective

知识付费下半场,留存和复购问题日益突出,提高用户粘性成为知识付费平台关注的重点。基于用户体验视角,通过结构方程建模,探讨用户体验多个维度与用户粘性之间的关系。实证研究表明:情感体验和游戏化体验与用户粘性之间存在相关性;前期的试用和使用过程中的互动强作用于知识付费产品的用户粘性;线下体验与用户粘性存在较低的相关性;满意度在用户体验和用户粘性当中起到部分中介作用。

In the second half of knowledge payment,retention and repurchase issues have become increasingly prominent,and improving user stickiness has become the focus of knowledge payment platforms.Based on the perspective of user experience,this paper explores the relationship between multiple dimensions of user experience with user stickiness through structural equation modeling.Empirical research shows that there is a correlation between emotional experience and gamification experience with user stickiness.The interaction in the early trial and use process is strongly applied to the user s stickiness of knowledge-paid products,and the offline experience is less correlated with user stickiness.Satisfaction plays a partial intermediary role in user experience and user stickiness.