图书情报工作

图书情报工作 >

2020 , Vol. 64 >Issue 1: 120 - 130

DOI: https://doi.org/10.13266/j.issn.0252-3116.2020.01.015

图书情报与档案管理前沿热点专辑

内容还是情境:在线用户知识付费行为机理研究——一项基于CCC-B框架的组态分析

  • 郭宇 ,
  • 郭勇 ,
  • 赵宇翔
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  • 1. 吉林大学管理学院 长春 130022;
    2. 吉林大学信息资源研究中心 长春 130022;
    3. 南京理工大学经济管理学院 南京 210094
作者简介:郭宇(ORCID:0000-0003-1782-7752),副教授,博士,硕士生导师;赵宇翔(ORCID:0000-0001-9281-3030),教授,博士,博士生导师。

收稿日期: 2019-12-12

  修回日期: 2019-12-24

  网络出版日期: 2020-01-05

基金资助

本文系国家自然科学基金青年项目"基于网络生态的知识付费行为及安全治理模式研究"（项目编号：71804057）和吉林大学哲学社会科学研究种子基金项目"基于多维内容消费矩阵的知识付费模式及生态优化研究"（项目编号：2019ZZ022）研究成果之一。

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Content or Context: A Study on the Behavior Mechanism of Online Users' Knowledge Payment——A Configuration Analysis Based on CCC-B Framework

  • Guo Yu ,
  • Guo Yong ,
  • Zhao Yuxiang
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  • 1. School of Management, Ji Lin University, Chang Chun 130025;
    2. Information Resources Research Center, Jilin University, Changchun 130022;
    3. School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094

Received date: 2019-12-12

  Revised date: 2019-12-24

  Online published: 2020-01-05

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摘要

[目的/意义] 追求优质内容生产还是知识付费情境建设，是知识付费平台需要面对的重要权衡，本研究旨在为知识付费平台建设和知识营销策略优化提供指导。[方法/过程] 采用定性比较分析方法，探究影响在线用户知识付费行为的主要因素及前因构型，分析"内容"（Content）"情境"（Context）"辨识"（Conciousness）各自作用和协同并发对用户知识付费行为的复杂影响机理。[结果/结论] 根据实证析出的典型路径发现：①"内容-情境-辨识"（CCC）联动匹配的组态能够激活研究框架，驱动在线用户"行为"（Behavior）选择生成；②付费产品中"内容质量*内容效用*合法化"是用户需求响应的核心条件，付费情境中"群体规范"是用户知识扩散行为的充分条件；③存在5种高解释力的复杂解结果，对网络交易论以及本文倡导的用户知识付费观的影响及整体效益有所差异；④与许多文献结论不同的是：受限认知能够成为用户行为决策的支持性因素，而涉入认知却成为组态中起调和性作用的变量，需要与具体情境因素共同促成用户选择；⑤不同参与条件的搭配存在"结果等同但效益不等同"的等价替代作用，具体条件及其组合可以通过等价替代的方式促成用户知识付费行为。

关键词： 知识付费; 内容; 情境; 定性比较分析; 知识内化; 知识扩散

本文引用格式

郭宇 , 郭勇 , 赵宇翔 . 内容还是情境:在线用户知识付费行为机理研究——一项基于CCC-B框架的组态分析[J]. 图书情报工作, 2020 , 64(1) : 120 -130 . DOI: 10.13266/j.issn.0252-3116.2020.01.015

Abstract

[Purpose/significance] The pursuit of high-quality content production or knowledge payment context construction is always an important judgement that knowledge payment platform needs to face. This study is to provide guidance for the construction of knowledge payment platform and the optimization of knowledge marketing strategy.[Method/process] It explored the main factors and antecedent configuration that affect online users' knowledge payment behavior, and analyzed the complex influence mechanism of "content", "context" and users' "identification" on users' knowledge payment behavior by qualitative comparative analysis.[Result/conclusion] According to the typical path of empirical analysis, we found:①configuration of "content context identification" (CCC) linkage matching can activate the research framework and drive online users to choose to generate "behavior";② the "content quality * content utility * legalization" in paid products is the core condition of users' demand response, and the "group norms" in paid situations is a sufficient condition for users' knowledge diffusion behavior;③ there are 5 kinds of complex solutions with high explanatory power, which have different effects and the overall benefits on the behavior of knowledge payment between online transaction researchers' perspective and this paper's;④ different from the conclusions of many literatures, limited cognition can be the supporting factor of user behavior decision, while involved cognition can be the variable of coordination in configuration, which needs to be combined with specific situational factors to facilitate user selection; ⑤there is an equivalent substitution effect of "results are equal but benefits are not equal" between the collocations of different participation conditions, and the specific conditions and their combinations can promotes the behavior of knowledge payment over equivalent substitution.

Key words： knowledge payment content; context; qualitative comparative analysis; knowledge internalization; knowledge diffusion

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