粉丝力量与知识付费:在线问答平台用户付费围观行为研究

The Power of Fans and Knowledge Economy: Understanding Users' Paying Behavior for Existing Answers on Q&A Platforms

付费围观是当前在线付费问答平台上一种重要的知识付费模式,具体是指用户以相对低廉的价格查看由提问者公开提问并已经被回答者回答的问题。为了更好地洞察用户的付费围观行为,本文利用Python爬虫程序获取"在行一点"网站"问答"版块的相关数据,试图借此深入地研究驱动用户付费围观的相关因素及其发生机理。通过两个递进的研究,本研究发现影响用户付费围观量的主要因素为回答者粉丝量、回答价格和回答长度,而且验证了回答价格和回答长度在回答者粉丝量与付费围观量之间的序列中介作用。

Paying for existing answers,namely,users’acquisition of repliers’answers to the initial askers with relatively low price,is an important mode of the current paid Q&A platforms in China.To gain a better understanding of users’paying behavior for existing answers,the present study collects a great amount of data from the Q&A section of Zaihangyidian,the most popular Chinese pay-for-knowledge platform,using webcrawler programmed in Python.It explores the factors influencing the number of payments for the existing answers,and especially the effect of the number of repliers’followers.Results from the first study indicate that the number of repliers’followers,answer’s price,and answer’s length significantly predict the number of payments,while the second study confirms the serial mediating effects of answer’s price and answer’s length on the relationship between the number of repliers’followers and the number of payments.