在线问答平台知识付费研究综述

A Review of Research on Online Question-and-Answer Platform Knowledge Payment

[目的/意义]厘清在线问答平台知识付费现阶段的研究图式,为进一步知识付费理论研究和知识付费新业态发展实践提供参考。[方法/过程]采用系统文献综述法,分析110篇在线问答平台知识付费研究文献。[结果/结论]在线问答平台用户知识付费行为受到知识供给者、知识需求者、知识付费产品、知识付费平台4个层面因素的影响;以定价与支付机制、激励机制、版权保护机制、个性化服务机制为核心的支撑机制和以商业模式和运营模式为代表的管理模式共同构成在线问答平台知识付费的运行机制;知识付费机制能够影响知识生产者的知识贡献意愿和知识消费者的知识焦虑缓解程度,同时也对平台内容总量和平台内容生产协作方式产生影响。未来研究应拓展知识付费机制影响的研究,开展全生命周期视角下的知识付费用户行为研究,并且解构知识付费在各个层面的微观作用机制,建构系统化、创新性的知识付费理论体系。

[Purpose/Significance]Clarifying the current research schema of knowledge payment on online question-and-answer platform can provide reference for further research on knowledge payment theory and development practice of new business forms of knowledge payment.[Method/Process]110 literatures on online question-and-answer platform knowledge payment were analyzed by systematic literature review.[Result/Conclusion]Knowledge payment behavior of online question-and-answer platform users is affected by four factors:knowledge supplier,knowledge demander,knowledge payment product and knowledge payment platform.The supporting mechanism with pricing and payment mechanism,incentive mechanism,copyright protection mechanism and personalized service mechanism as the core,and the management mode represented by business model and operation model together constitute the operating mechanism of knowledge payment on the online question and answer platform.Knowledge payment mechanism can affect knowledge producers’willingness to contribute knowledge and consumers’degree of knowledge anxiety relief,and also affect the total amount of platform content and the cooperation mode of platform content production.Future research should expand the research on the influence of knowledge payment mechanism,carry out the research on the behavior of knowledge payment users from the perspective of the whole life cycle,deconstruct the micro-action mechanism of knowledge payment at all levels,and finally construct a systematic and innovative theoretical system of knowledge payment.