知识型虚拟社群用户付费意愿影响因素研究——基于国内外34项实证研究的元分析

Research on the Influencing Factors of Users' Willingness to Pay in Knowledge-based Virtual Communities——A Meta-analysis of 34 Empirical Studies at Home and Abroad

研究知识型虚拟社群用户付费意愿的影响因素对行业未来的建设和发展十分重要,学者开展了大量研究,但存在研究结果不一致的问题。以样本文献中与虚拟知识社群付费意愿相关的影响因素为自变量,使用元分析的方法,采用随机效应模型,对国内外多个数据库进行文献检索,将最终筛选出的34篇文献进行异质性检验和敏感性分析等综合研究后得出:所纳入的感知价值、感知有用性、感知易用性、主观规范、信任及感知成本等6个自变量都在不同程度上对用户在知识虚拟社群的付费意愿产生影响,其中感知成本对付费意愿产生一定负向影响,其余5个自变量正向影响知识虚拟社群用户的付费购买。最后,通过对研究结果进行梳理分析,为虚拟社群知识付费行业体系提出了管理建议。

Studying the influencing factors of knowledge-based virtual community users' willingness to pay is important for the future construction and development of the industry,and scholars have conducted a large number of studies,but research results are inconsistent.Taking the influencing factors related to the willingness to pay in the sample literature at home and abroad as independent variables,a meta-analysis approach was used to conduct a literature search of several databases at home and abroad using a random-effects model,and 34 final screened papers were studied in heterogeneity test and sensitivity analysis.It was found that six independent variables,namely:perceived value,perceived usefulness,perceived ease of use,subjective norm,trust and perceived cost,have different degrees of influence on users' willingness to pay in knowledge virtual communities,among which perceived cost has a negative influence on willingness to pay while other five independent variables have positively influence on users' willingness to pay in knowledge virtual communities.Finally,by sorting out and analyzing the research results,management suggestions are put forward for the virtual community knowledge payment industry.