摘要
在线知识付费日趋成为普遍现象,学者们探究了产品要素对付费意愿的影响,却忽视了在不同类型产品中作用的差异以及累计销量的作用。本研究主要探究产品要素对用户在线付费意愿的影响,并探讨产品类型的调节作用。通过在线爬虫,我们获取了知乎在线问答中知识付费数据,使用SPSS对数据进行管理和分析,并采用负二项回归对面板数据进行分析来检验本研究的假设。结果表明,价格对付费意愿有显著的负向影响,而累计咨询量正向影响用户的付费意愿;用户评价和平台认可度对付费意愿的影响不显著;享乐型产品的价格负向影响付费量,而实用型产品中这种影响不显著。本研究还讨论了对在线知识付费领域的理论和实践贡献。
Paying for online knowledge is becoming more common.Previous research has examined how product characteristics influence willingness to pay but often ignores differences across product types and the role of cumulative sales.This study fills these gaps by analyzing the effects of price,cumulative sales,user reviews,and platform recognition on users’willingness to pay for online knowledge,and by exploring how product type moderates these effects.Data were collected from Zhihu’s Q&A platform using web scraping and analyzed with SPSS and negative binomial regression.The findings include:price significantly decreases willingness to pay,while cumulative sales increase it;user reviews and platform recognition do not significantly impact willingness to pay;price negatively affects willingness to pay for hedonic products but not for utilitarian ones.This study also discusses its theoretical and practical contributions to the field of paying for online knowledge.
作者
杜娟
黄鹂强
Juan Du;Liqiang Huang(School of Management,Zhejiang University,Hangzhou,Zhejiang,310030,China)
关键词
在线知识付费
产品类型
付费量
产品要素
Paying for Online Knowledge
Product Type
Sales Volume
Product Factors
