隐匿价值、社群学习与知识付费动态定价

Concealed Value, Community Learning and Dynamic Pricing of Knowledge Payment

互联网知识付费中,知识产品价值对供需双方皆具有“隐匿性”。而网络社群作为产品体验信息的重要来源,在知识价值“显现化”过程中发挥着关键作用。基于此,本文将社群交互因素纳入知识付费两期动态定价博弈模型,深入探讨社群学习机制对最优定价策略的影响。模型分析发现:(1)最优社群价格存在上限阈值,以确保营造良好社群学习氛围。(2)最优市场价格依赖于知识成本、消费者参与收益和知识价值后验信念,与知识价值之间呈现“非线性”关系。(3)知识产品一般应采取渗透式定价方式,而消费者耐心程度、社群活跃度与社群交互效率对均衡价格具有重要影响。进一步福利分析表明,互联网社群学习情境将提升提供者收益。本文揭示了互联网知识交易定价的深层逻辑:社群学习引致的“策略效应”和“信息效应”重塑了消费者行为模式,进而倒逼提供者采取适应性动态定价机制。

Considering that the value of knowledge is concealed to both the supply and demand sides, it is difficult to price knowledge products. However, the online community can play a key role in the process of appearing knowledge value. The pricing of knowledge products is explored from a new perspective of community learning. The following three key scientific problems are intended to be solved:(1)Considering the change of consumer behavior patternunder community learning environment, how shouldthe provider set community price and market price?(2) What is the impact of community learning on provider pricing strategy?(3) What is the change of provider’s welfare level in the community learning environment?The social interaction factors are incorporated into the knowledge payment two-phase pricing game model, and the impact of the community learning mechanism on the consumer behavior and the optimal pricing strategy is explored. Our results show that there is an upper limit threshold for the optimal community price to ensure a good community learning atmosphere. It is found that the optimal market price depends on knowledge costs, consumer participation utility and posterior beliefs, and presents a “non-linear” relationship with the true value of the product. Besides, knowledge products should generally adopt penetration pricing methods, and consumer patience, community activity and community interaction efficiency have an important impact on equilibrium prices. Further welfare analysis shows that the Internet community learning context will increase the benefits of knowledge provider.This study enriches the theoretical system of knowledge product pricing, and provides a microcosmic foundation for the follow-up empirical study of knowledge payment.