摘要
付费围观是知识付费领域重要的创新模式,研究用户付费围观行为影响因素对该模式发展具有重要意义。本研究采集问答平台付费围观相关数据,使用文本分析技术挖掘问题内容,基于信号理论和信息处理双过程理论构建用户付费围观行为影响因素研究模型,并分析各因素的影响效果。研究发现,回答价格、回答被赞同次数、回答长度、相似问题被围观量和回答者声誉显著影响付费围观量,回答者声誉对回答价格有调节作用。本研究将为社区运营者优化付费围观产品设计、合理开展社区运营提供指导。
A new model of user paying to see the answers of questions asked by some others is an important innovation form in the field of knowledge payment,understanding the influencing factors of users behavior is significant to promote the development of this model.We crawled the relevant data in question-and-answer platform.Using text analysis technology to dig into the content of problems,based on signal theory and elaboration likelihood model,we constructed a research model on the influencing factors of users’behavior,and then the effects of factors are also analyzed.This paper found that the price of answer,the approved number of answer,the length of answer,the number of related questions’listening volume and the reputation of respondents significantly affected listening volume,while the reputation of respondents had a moderating effect on the price of answer.This study provides guidance for community operators to optimize the paid product design and use community resources to carry out community operation.
作者
赵庆亮
王培勇
陈吉
ZHAO QingLiang;WANG PeiYong;CHEN Ji(The college of Economics and Management,Beijing University of Chemical Technology,Beijing 100029,China;Institute for Archival Scientific Technology,the State Archives Administration of China,Beijing 100050,China)
出处
《数字图书馆论坛》
CSSCI
2019年第11期12-20,共9页
Digital Library Forum
关键词
问答平台
知识付费行为
信号理论
Question-and-Answer Platform
Knowledge Paying Behavior
Signal Theory
