在线教育社区主播网络嵌入与付费知识持续分享效果研究

Research on the Host Network Embedding and Continuous SharingEffect of Paid Knowledge in Online Learning Community

[目的/意义]以在线教育这一具有代表性知识付费产品类型为例,探索付费型知识产品分享效果的影响因素,揭示付费金额对分享效果的非线性影响关系、主播网络嵌入与专辑分享效果的马太效应。[方法/过程]基于精细加工可能性模型,通过两阶段数据爬取与定量分析研究了主播网络嵌入和专辑特征对付费型知识产品分享效果的影响。[结果/结论]专辑数量、声音数量对主播网络嵌入有显著正向影响;主播网络嵌入和专辑课程数量对专辑持续分享效果有显著正向影响;付费金额对专辑累积分享效果和持续分享效果有倒U型影响;主播静态嵌入对主播动态嵌入有显著正向影响,专辑累积分享效果对持续分享效果有显著正向影响。

[Purpose/Significance]Taking online education as an example,this paper explores the influencing factors of the sharing effect of payment-based knowledge products,and revealing the nonlinear effect of payment amount on sharing effect,matthew effect of network embedding and album sharing effect.[Method/Process]Based on the Elaboration Likelihood Model,the relationships among the host network embedding,album features and sharing effect of payment-based knowledge products were studied by means of two-stage data crawling and quantitative analysis.[Result/Conclusion]The number of albums and sounds had a significant positive impact on the host network embedding;the host network embedding and the number of courses had a significant positive impact on the continuous sharing effect;the payment amount had an inverted U-shape effect on cumulative album sharing effect and continuous sharing effect;the host static embedding had a significant positive impact on the host dynamic embedding,and the album cumulative sharing effect had a significant positive impact on the continuous sharing effect.