“耳朵经济”视阈下网络广播剧平台用户黏性影响因素研究

A Study on the Factors Affecting the User Adhesion of Network Radio Drama Platform from the Perspective of“Ear Economy”

“耳朵经济”正在悄然兴起。然而,基于优质内容不足、社群运营意识不强、版权保护体系不完善等原因,部分网络广播剧平台用户黏性较低。基于此,在“耳朵经济”视阈下,本文通过模型构建与实证分析探究了影响网络广播剧平台用户黏性的关键因素。全样本实证结果表明,感知内容价值、感知人员价值、感知价格价值、感知社交价值、感知情感价值对满意度存在显著正向影响,感知价格价值、感知社交价值、感知情感价值对用户黏性存在显著正向影响,满意度对用户黏性有显著正向影响,且满意度在感知价格价值、感知社交价值、感知情感价值和用户黏性之间起部分中介效应;分样本检验结果显示,对不同性别、年龄、学历、月收入的群体,网络广播剧平台用户黏性的影响因素也存在异质性。因此,网络广播剧平台应优化付费机制,降低用户感知成本;维护社群运营,完善用户社区建设;丰富广播剧衍生产品,深化与用户的情感链接;满足用户多元需求,提升用户整体满意度。

Ear economy is rising quietly.However,due to the lack of highquality content,weak sense of community operation,imperfect copyright protection system and other reasons,some users of online radio drama platforms have low stickiness.Based on this,from the perspective of“ear economy”,this paper explores the key factors that affect the user stickiness of online broadcast drama platform through model construction and empirical analysis.The full sample empirical results show that,Perceived content value,perceived personnel value,perceived price value,perceived social value,perceived emotional value have a significant positive impact on satisfaction,perceived price value,perceived social value,perceived emotional value have a significant positive impact on user stickiness,satisfaction has a significant positive impact on user stickiness,and satisfaction has a significant positive impact on perceived price value,perceived social value Perceived emotional value and user stickiness play a part of intermediary effect;The results of the sub sample test show that the factors influencing the user stickiness of the network radio drama platform are also heterogeneous for different gender,age,education background,and monthly income groups.Therefore,the network broadcast platform should optimize the payment mechanism to reduce the perceived cost of users;Maintain community operation and improve user community construction;Enrich derivative products of radio dramas and deepen emotional links with users;Meet the diversified needs of users and improve the overall satisfaction of users.