用户在线知识付费行为影响因素研究

doi:10.13266/j.issn.0252-3116.2017.10.013

图书情报工作 ›› 2017, Vol. 61 ›› Issue (10): 94-100.DOI: 10.13266/j.issn.0252-3116.2017.10.013

用户在线知识付费行为影响因素研究

张帅, 王文韬, 李晶

安徽大学管理学院合肥 230601

收稿日期:2017-03-10 修回日期:2017-05-01 出版日期:2017-05-20 发布日期:2017-05-20
作者简介:张帅(ORCID:0000-0002-5792-877X),硕士研究生,E-mail:zs09053@163.com;王文韬(ORCID:0000-0002-4629-3684),讲师,博士;李晶(ORCID:0000-0002-0004-907X),副教授,博士。
基金资助:
本文系安徽大学博士科研启动经费资助项目"电子健康信息服务用户信任及使用意愿研究"（项目编号：J01003246）和安徽省高校人文科学研究重点项目"‘互联网+’环境下电子健康用户信任转化机制及优化对策研究"（项目编号：SK2017A0008）研究成果之一。

Research on the Influencing Factors of User's Online Knowledge Payment Behavior

Zhang Shuai, Wang Wentao, Li Jing

School of Management, Anhui University, Hefei 230601

Received:2017-03-10 Revised:2017-05-01 Online:2017-05-20 Published:2017-05-20

摘要/Abstract

摘要： [目的/意义] 互联网时代背景下知识付费成为一种全新的信息交互模式，对用户在线知识付费行为影响因素进行研究，将有助于人们进一步认识用户在线知识付费行为，为知识付费平台持续吸引用户和优化在线知识供给行为提供参考和建议。[方法/过程] 借助质性分析软件NVivo 11，选取18个样本作为半结构化访谈对象，对获取的访谈原始资料进行定性分析，提炼出用户在线知识付费行为的7个主要影响因素，分别是个体需求、个体认知、信息质量、主观规范、便利条件、替代品、经济因素。[结果/结论] 对研究结果进行分析发现，个体需求是用户在线知识付费行为最重要的影响因素，信息质量是影响用户在线知识付费行为的关键所在，个体认知和主观规范是用户在线知识付费行为重要的影响因素，便利条件和替代品是用户在线知识付费行为较为重要的影响因素，相对不重要的影响因素是经济因素。

关键词: 用户行为, 知识付费, 质性研究, 影响因素

Abstract: [Purpose/significance] Under the background of Internet age, knowledge payment becomes a new information interaction model, and the research on the influencing factors of user's online knowledge payment behavior will help us to further understand the user's online knowledge payment behavior, continue to attract users and optimize online knowledge for knowledge payment platform supply behavior. [Method/process] With the qualitative analysis software NVivo 11, 18 samples were selected as the semi-structured interview object, and the qualitative analysis of the interviewed original data was carried out to extract the seven main influencing factors of the user's online knowledge payment behavior, namely individual demand, individual recognition knowledge, quality of information, subjective norms, convenience conditions, alternatives, economic factors. [Result/conclusion] It is found that the individual demand is the most important influencing factor of the online knowledge payment behavior, the information quality is the key to the behavior of the online knowledge payment, the individual cognition and the subjective norm are the important influencing factors of the online knowledge payment behavior, convenience conditions and alternatives are of some account factors that affect the online knowledge payment behavior. The relatively unimportant influencing factors are economic factors.

Key words: users behavior, knowledge payment, qualitative research, influencing factors

中图分类号:

G302

张帅, 王文韬, 李晶. 用户在线知识付费行为影响因素研究[J]. 图书情报工作, 2017, 61(10): 94-100.

Zhang Shuai, Wang Wentao, Li Jing. Research on the Influencing Factors of User's Online Knowledge Payment Behavior[J]. LIS, 2017, 61(10): 94-100.

参考文献

[1] 国家信息中心信息化研究部,中国互联网协会分享经济工作委员会.中国分享经济发展报告2017[R/OL].(2017-03-02)[2017-03-06].http://www.sic.gov.cn/archiver/SIC/UpFile/Files/Htmleditor/201703/20170302125144221.pdf.
[2] 杜园春,王永琳.73.9%受访者愿为网络答问付费[N].中国青年报,2016-07-26(07).
[3] 陈向明. 质性研究:反思与评论.第贰卷[M]. 重庆:重庆大学出版社, 2010:7.
[4] BOGDAM R C, BIKLEN S K. Qualitative research for education: an introduction to theory and methods[M]. Boston: Allyn and Bacon,1982:18.
[5] 孙怡,陈丽月.知识分享命运如何推演?需求,供给和三大险关|分享经济系列报告 [EB/OL].[2017-01-19]. http://www.tisi.org/4729.
[6] CHU C W, LU H P. Factors influencing online music purchase intention in Taiwan: an empirical study based on the value-intention framework[J]. Internet research, 2007, 17(2):139-155.
[7] WANG C L, ZHANG Y, YE L R, et al. Subscription to fee-based online services: what makes consumer pay for online content?[J]. Journal of electronic commerce research, 2005, 6(4):304-311.
[8] KIM B, CHOI M, HAN I. User behaviors toward mobile data services: the role of perceived fee and prior experience[J]. Expert systems with applications, 2009, 36(4):8528-8536.
[9] WOLK A, THEYSOHN S. Factors influencing website traffic in the paid content market[J]. Journal of marketing management, 2010, 23(7/8):769-796.
[10] CHEN Y C, SHANG R A, Lin A K. The intention to download music files in a P2P environment: consumption value, fashion, and ethical decision perspectives[J]. Electronic commerce research & applications, 2008, 7(4):411-422.
[11] PUNJ G. The relationship between consumer characteristics and willingness to pay for general online content: implications for content providers considering subscription-based business models[J]. Marketing letters, 2015, 26(2):175-186.
[12] LIN T C, HSU S C, CHEN H C. Customer willingness to pay for online music: the role of free mentality[J]. Journal of electronic commerce research, 2013, 14(4):315-333.
[13] BRANDAO C, MIGUEZ J. Using NVivo to assess a program of goal-corrected empathic attunement skills: a case study in the context of higher education[J]. Universal access in the information society, 2016,6(17):1-14.
[14] HOOVER R S, KOERBER A L. Using NVivo to answer the challenges of qualitative research in professional communication: benefits and best practices tutorial[J]. IEEE transactions on professional communication, 2011, 54(1):68-82.
[15] QSR International Pty Ltd. What is nvivo [EB/OL].[2017-02-13]. http://www.qsrinternational.com/what-is-nvivo.
[16] 文军, 蒋逸民. 质性研究概论[M]. 北京:北京大学出版社, 2010:73.
[17] 中国互联网络信息中心.第39次中国互联网络发展状况统计报告[R/OL].(2017-01-22)[2017-02-03].http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201701/P020170123364 672657408.pdf.
[18] 新浪微博数据中心.2016微博用户发展报告[R/OL].(2017-01-11)[2017-02-03].http://data.weibo.com/report/reportDetail?id=346.
[19] GUEST G, BUNCE A, JOHNSON L. How many interviews are enough? an experiment with data saturation and variability[J]. Field methods, 2006, 18(1): 59-82.
[20] 薛调, 刘云, 刘彦庆. 高校图书馆嵌入式教学实施的影响因素研究[J]. 图书情报工作, 2013, 57(15):83-87.
[21] ISHAK N, BAKAR A. Qualitative data management and analysis using NVivo: an approach used to examine leadership qualities among student leaders[J]. American educational research journal, 2012, 2(3): 94-103.
[22] FRANCIS J J, JOHNSTON M, ROBERTSON C, et al. What is an adequate sample size? operationalising data saturation for theory-based interview studies[J]. Psychology and health, 2010, 25(10): 1229-1245.
[23] Shi W. An empirical research on users' acceptance of smart phone online application software[C]// International conference on electronic commerce and business intelligence. Beijing:IEEE Computer Society, 2009:106-110.
[24] HSIEH G, KRAUT R E, HUDSON S E. Why pay?: exploring how financial incentives are used for question & answer[C]//Proceedings of the SIGCHI conference on human factors in computing systems. Atlanta:ACM, 2010: 305-314.
[25] 韩煜东, 郭锦锦, 张子健. 中国背景下移动互联网内容付费的影响因素研究——基于 TPB 视角对 APP Store 的实证研究[J]. 大连理工大学学报: 社会科学版, 2016, 37(3): 55-61.
[26] HANSON W A. Principles of internet marketing[M]. Cincinnati:South-Western College Publishing. 2000:88-89.
[27] DOU W. Will internet users pay for online content?[J]. Journal of advertising research, 2005, 44(44):349-359.

用户在线知识付费行为影响因素研究

Research on the Influencing Factors of User's Online Knowledge Payment Behavior

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 15

编辑推荐

Metrics

[1]	袁红, 王焘. 政府数据开放可持续发展关键影响因素识别与作用机理分析[J]. 图书情报工作, 2022, 66(9): 53-65.
[2]	魏太琛, 刘敏榕, 陈振标. 高校专利技术转移转化价值影响因素实证分析——基于11所一流高校专利转移转化数据[J]. 图书情报工作, 2022, 66(9): 103-116.
[3]	胡媛, 陈国东, 姚晓杰, 谢守美. 科研数据管理服务影响因素互作用框架元综合研究[J]. 图书情报工作, 2022, 66(8): 122-133.
[4]	黄崑, 郑明煊, 罗士超, 靳健. 探索式搜索中基于面部表情识别的用户情绪及影响因素研究[J]. 图书情报工作, 2022, 66(5): 93-104.
[5]	廖青云, 李玲, 路璐, 费鹏飞, 邹沐宏. 信息素养教育直播培训的学员专注度影响因素实证研究[J]. 图书情报工作, 2022, 66(3): 65-71.
[6]	翟运开, 张倩, 赵栋祥. 疫情防控常态化下患者双渠道就诊满意度影响因素研究[J]. 图书情报工作, 2022, 66(3): 118-129.
[7]	宋小康, 赵宇翔, 朱庆华. 在线健康信息替代搜寻影响因素研究：基于健康信念模型和社会支持理论[J]. 图书情报工作, 2022, 66(2): 45-56.
[8]	金燕, 刘琦, 毕崇武. 研究生学术搜索中的信息规避行为与成因研究[J]. 图书情报工作, 2022, 66(18): 84-94.
[9]	李月琳, 张泰瑞, 李嗣婕. 基于系统性综述的政府信息公开影响因素及实践赋能[J]. 图书情报工作, 2022, 66(18): 114-125.
[10]	叶莎莎, 杜婉鹏, 杜杏叶. 信息茧房视域下移动知识服务使用影响因素研究[J]. 图书情报工作, 2022, 66(16): 117-124.
[11]	范春竹, 邓小昭, 韩毅. 社交媒体用户消极使用行为：多源数据融合视角[J]. 图书情报工作, 2022, 66(15): 76-85.
[12]	陈苗苗, 安璐. 突发传染病情境下社会化问答平台用户角色形成及转变——以知乎平台为例[J]. 图书情报工作, 2022, 66(12): 68-81.
[13]	贾明霞, 徐跃权, 赵宇翔. 大学生数字囤积行为的探索性研究——基于个人信息管理视角[J]. 图书情报工作, 2022, 66(10): 74-88.
[14]	孙海霞. 国外健康信息规避行为研究综述[J]. 图书情报工作, 2021, 65(9): 138-150.
[15]	张艳丰, 刘亚丽, 邹凯. 突发公共卫生事件社交媒体用户健康信息焦虑影响因素识别研究[J]. 图书情报工作, 2021, 65(8): 65-73.