打赏商业模式的动态互动机制研究——基于面板VAR模型

Research on the Interaction Mechanism of Reward Business Model: Based on Panel VAR Model

'打赏'作为一种新兴商业模式受到不少平台青睐,但其中核心要素的互动关系尚缺乏深入的理论阐释和基于实证数据的检验。为了弥合这一研究缺口,本文以微信平台的打赏模式为研究对象,建立实证模型考察自媒体影响力、用户生成内容(UGC)质量与打赏人数的互动影响关系。研究表明:首先,在静态关系中,UGC质量与自媒体影响力对打赏人数均有显著正向影响;其次,在动态关系中,虽然自媒体影响力对打赏人数具有正向滞后影响,且打赏人数对自媒体影响力有正向反馈作用,但UGC质量对打赏人数具有负向滞后影响,打赏人数对UGC质量无显著反馈作用。本文首次基于实证模型深入解析了打赏商业模式中核心要素的动态互动机制,拓展了不确定条件下的金钱激励效果研究,对打赏商业模式的实施与可持续发展具有重要的实践价值。

Reward model as an emerging business model has been adopted by many platforms,while the interactive relationship of the key factors within this model lacks in-depth theory elaboration and empirical examination.To make up the research gap,this paper,taking the reward model of We Chat platform as the research object,establishes empirical models to analyze the interaction of the influence of we-media,the quality of User-Generated Content(UGC)and the number of rewarders.The results show that,firstly,in the static relationship,the quality of UGC and the influence of we-media both have significant positive effect on the number of rewarders;secondly,in the dynamic relationship,while the influence of we-media has positive lagged impact on the number of rewarders and the number of rewarders has positive feedback effect on the influence of we-media,the quality of UGC has negative lagged impact on the number of rewarders and the number of rewarders has no significant feedback effect on the quality of UGC.This research is the first one to deeply investigate the dynamic interaction of key factors in the reward business model based on empirical models,and expands the incentive effect research of uncertain monetary reward,possessing important practical significance for the implication and sustainable development of reward business model.