图书情报工作

图书情报工作 >

2021 , Vol. 65 >Issue 2: 75 - 86

DOI: https://doi.org/10.13266/j.issn.0252-3116.2021.02.008

情报研究

品牌延伸视角下用户从免费到付费知识问答服务的转移意愿研究

  • 易明 ,
  • 单思远 ,
  • 邓卫华
展开
  • 1. 华中师范大学信息管理学院 武汉 430079;
    2. 华中农业大学公共管理学院 武汉 430070
易明(ORCID:0000-0002-4864-6025),教授,博士生导师;邓卫华(ORCID:0000-0001-6641-9355),教授,博士生导师。

收稿日期: 2020-04-13

  修回日期: 2020-07-23

  网络出版日期: 2021-01-20

基金资助

本文系国家社会科学基金项目“面向群体智慧涌现的在线研讨信息组织研究”（项目编号：17BTQ064）研究成果之一。

收起

From Free to Fee:Research on Knowledge Q&A Service Transfer Intention from the Perspective of Brand Extension

  • Yi Ming ,
  • Shan Siyuan ,
  • Deng Weihua
Expand
  • 1. School of Information Management, Central China Normal University, Wuhan 430079;
    2. College of Public Administration, Huazhong Agricultural University, Wuhan 430070

Received date: 2020-04-13

  Revised date: 2020-07-23

  Online published: 2021-01-20

Supported by

 

Fold

摘要

[目的/意义] 从品牌延伸视角出发，探究用户付费问答转移意愿的影响因素，为知识问答平台提高付费问答服务质量和用户付费转移意愿提供参考。[方法/过程] 通过追述性口语报告测试，考察15位用户对原生问答平台及其免费问答服务、付费问答延伸服务的认知情况，梳理免费和付费问答服务之间具有的品牌延伸关系，并通过构建结构方程模型，探寻品牌延伸关系影响用户从免费问答向付费问答转移意愿的内在机理。[结果/结论] 付费问答并不是一种绝对的新生事物，品牌延伸在用户形成付费问答服务新的认知中具有重要价值。用户会体验到4种类型的品牌延伸关系：感知品牌契合度、感知产品契合度、感知联结度和感知差异性。其中，感知品牌契合度和感知差异性对付费问答转移意愿有显著正向影响，其作用机制除直接效应外，还通过影响延伸态度实现间接影响；感知联结度通过影响延伸态度进而影响付费问答转移意愿；母品牌质量对感知契合度与付费问答转移意愿之间的关系起负向调节作用。

关键词： 品牌延伸; 转移意愿; 免费问答; 付费问答

本文引用格式

易明 , 单思远 , 邓卫华 . 品牌延伸视角下用户从免费到付费知识问答服务的转移意愿研究[J]. 图书情报工作, 2021 , 65(2) : 75 -86 . DOI: 10.13266/j.issn.0252-3116.2021.02.008

Abstract

[Purpose/significance] This paper explored the factors that influence users' transfer intention from the perspective of brand extension, and provided a reference for the knowledge Q&A platform to improve the quality of paid Q&A service and user' willingness to pay.[Method/process] By conducting a Verbal Report test, we examined the 15 users' cognition of the native Q&A platform, its free Q&A service and its paid Q&A extension service, in order to identify whether there is a mother-child relationship between free and paid knowledge service products. By constructing the structural equation model to explore the internal mechanism by which brand extension factors affect users' paid Q&A service transfer intention.[Result/conclusion] Knowledge paid Q&A is not an absolute new thing. Brand extension has an important value in the formation of user' new cognition of paid services. Perceived fit and perceived difference had significant positive impacts on their transfer intention. In addition to direct effects, its influence mechanism could also be achieved indirect effects by affecting extension attitude. Perceived tie affected users' intention to transfer by influencing extension attitude. Parent brand quality negatively regulated the relationship between perceived fit and transfer intention.

Key words： brand extension; transfer intention; free Q&A service; paid Q&A service

参考文献

[1] 严建援,秦芬,李凯.订阅型在线知识付费的商业模式研究[J]. 管理学报,2019,16(9):1405-1414.
[2] 孟建,孙祥飞.数字知识传播:创造、生产、消费、边界——关于互联网时代认知盈余与知识变现问题的学术思考[J].新闻爱好者,2017,32(5):21-24.
[3] DAVIS F D, BAGOZZI R P, WARSHAW P R. User acceptance of computer technology:a comparison of two theoretical models[J]. Management science, 1989,35(8):982-1003.
[4] 余龙云. 认知盈余时代微博付费问答的盈利模式研究[D]. 武汉:中南民族大学,2018.
[5] 刘周颖,赵宇翔. 基于语音互动的付费知识问答社区运营模式初探——以分答和值乎为例[J].图书与情报,2017,37(4):38-46.
[6] 汪潇. "知沟"视野下付费问答平台运营的优化策略研究[D]. 南昌:江西财经大学,2018.
[7] 张旭光. 共享经济视角下网络付费问答平台的传播机制研究[D]. 南宁:广西大学,2017.
[8] 赵宇翔,刘周颖,宋士杰. 新一代知识问答平台中提问者付费意愿的影响因素探究[J]. 数据分析与知识发现,2018,2(8):16-30.
[9] 李武,艾鹏亚,谢蓉. 基于感知价值视角的在线付费问答平台用户付费意愿研究[J]. 图书情报知识, 2018(4):6-16.
[10] 李武,许耀心,丛挺. 在线付费问答平台用户感知价值对付费意愿的影响——基于过去行为的调节效应分析[J].新闻界,2018,31(10):92-100.
[11] 单汨源,龙腾,张人龙.基于TAM的互联网金融品牌延伸影响机制研究[J].管理评论,2015,27(8):190-199.
[12] 秦鹏,余敏,闫涛蔚.旅游景区品牌延伸的评价研究——基于消费者视角的实证研究[J].中国商论,2013,22(23):121-124.
[13] AGUIRRE R A, BÓVEDA L A M, MONTOYA D Y. Exploring ethnic consumer response to crossover brand extensions[J].Journal of business research, 2014,67(4):457-463.
[14] AAKER D A, KELLER K L. Consumer evaluations of brand extension[J].Journal of marketing, 1990, 54(1):27-41.
[15] BRONIARCZYK S M, ALBA J W. The importance of the brand in brand extension[J]. Journal of marketing research,1994, 31(2):214-228.
[16] 崔琪.感知契合度对品牌延伸评价影响研究[D].徐州:中国矿业大学,2015.
[17] HERR P M, FARQUHAR P H, FAZIO R H. Impact of dominance and relatedness on brand extensions[J]. Journal of consumer psychology, 1996, 5(2):135-159.
[18] LOKEN B, JOHN D R. Diluting brand beliefs:when do brand extensions have a negative impact?[J]. Journal of marketing,1993,57(3):71-84.
[19] SMITH D C, PARK C W. The effects of brand extensions on market share and advertising efficiency[J]. Journal of marketing research, 1992,29(3):296-313.
[20] KLINK R R, SMITH D C. Threats to the external validity of brand extension research[J]. Journal of marketing research, 2001,38(3):326-335.
[21] SHEN Y C, BEI L T, CHU C H. Consumer evaluations of brand extension:the roles of case-based reminding on brand-to-brand similarity[J]. Psychology & marketing,2011,28(1):91-113.
[22] AHLUWALIA R. How far can a brand stretch? understanding the role of self-construal[J]. Journal of marketing research, 2008,45(3):337-350.
[23] 迟腾,林正杰.影响消费者对延伸农产品的购买意愿研究[J].北方经贸,2015,35(9):54-57.
[24] 银成钺,于洪彦.消费者对品牌延伸的评价价格与延伸相似度的交互影响[J].管理科学,2006,16(3):43-50.
[25] 吴俊杨,钟建安.互联网品牌延伸:契合度与联结度的中介作用[J].人类工效学,2012,18(2):36-39.
[26] SONG P J, ZHANG C, XU Y J, et al. Brand extension of online technology products:evidence from search engine to virtual communities and online news[J]. Decision support systems, 2010,49(1):91-99.
[27] 王美霞. 社群认同、品牌延伸评价与顾客感知[J].商业经济研究,2018,37(16):57-59.
[28] 吴俊杨. 互联网环境中品牌延伸的影响因素[D].杭州:浙江大学,2011.
[29] 宋培建. 互联网产品整合对使用传递行为的影响研究[D].上海:复旦大学,2009.
[30] 胡晓云,谢冰心. 日本电通蜂窝模型——品牌建构与管理的有效解决方案[M]//胡晓云.安静思想:胡晓云自选论文集. 杭州:浙江大学出版社,2013:32-50.
[31] 平晓明.互联网公司品牌延伸用户评价影响因素研究[D].北京:北京邮电大学,2013.
[32] 项晨.一鸣惊人淘宝网——B2B到C2C市场的品牌延伸探析[J].广告大观(综合版),2005,11(4):74-77.
[33] 张裕鼎.有关口语报告法效度的几个争议问题[J].宁波大学学报(教育科学版),2007,29(6):25-28.
[34] 靳萱.正确认识和使用口语报告法——口语报告法的优缺点及其在运用中应注意的问题[J]. 语文学刊,2012(17):148-149.
[35] ERICSSON K A,SIMON H A.Verbal reports as data.[J]. Psychological review, 1980,87(3):215-251.
[36] 郑文坚,刘国良. 品牌个性测量方法初探[J].现代商业,2011,6(11):114,113.
[37] 杨传卫,王詠.心理词汇法在品牌人格研究中的应用[J].心理科学进展,2009,17(2):460-466.
[38] 朱至文,张黎. 品牌延伸中的主题和类别相似性:消费情境的影响[J].中国流通经济,2016,30(3):78-87.
[39] TAUBER E M. Brand leverage:strategy for growth in a cost control world[J]. Journal of advertising research,1988,28(4):26-30.
[40] PARK C W, MILBERG S, LAWSON R. Evaluation of brand extensions:the role of product feature similarity and brand concept consistency[J]. Journal of consumer research,1991,18(2):185-193.
[41] 丁家永.品牌延伸心理机制模型与品牌营销策略设计[J].心理技术与应用,2015,3(2):19-22.
[42] FISKE S T, PAVELCHAK M A. Category-based versus piecemeal-based affective responses:developments in schema-triggered effect[C]//SORRENTINO R M, HIGGINS E T. Handbook of motivatio and cognition:foundations of social behavior. NewYork:Guilford Press, 1986:167-203.
[43] GRANOVETTER M S.The strength of weak ties[J]. American journal of sociology, 1973,78(6):1360-1380.
[44] 王寒,王双,郑春东.基于消费者认知不对称的品牌延伸机理探析[J]. 中央财经大学学报,2011,31(5):81-85.
[45] 沈校亮,厉洋军. 智能健康硬件用户间歇性中止行为影响因素研究[J].管理科学,2017,30(1):31-42.
[46] LIAO Z Q, CHEUNG M T. Internet-based e-shopping and consumer attitudes:an empirical study[J]. Information & management,2001,38(5):299-306.
[47] 叶秀荣,胡培.母品牌质量和消费者创新对延伸契合度与延伸产品品牌信任关系的调节作用[J]. 天府新论,2009,25(3):76-78.
[48] KELLER,K L, AAKER D A. The effects of sequential introduction of brand extensions[J]. Journal of marketing research, 1992,29(1):35-50.
[49] 马进军,刁雅楠,单娟.互联网品牌感知契合度对延伸评价的影响-基于母品牌功能形象的调节作用[J].企业经济,2015,36(8):85-90.
[50] BHAT S, REDDY S K. The impact of parent brand attribute associations and affect on brand extension evaluation[J]. Journal of business research,2001,53(3):111-122.
[51] KIM C K, LAVACK A M, SMITH M. Consumer evaluation of vertical brand extensions and core brands[J]. Journal of business research, 2001,52(3):211-222.
[52] YOO B, DONTHU N. Developing a scale to measure the perceived quality of an internet shopping site[J]. Quarterly journal of electronic commerce,2001,2(1):31-47.
[53] SUNDE L, BRODIE R J. Consumer evaluations of brand extensions:further empirical results[J].International journal of research in marketing,1993,10(1):47-53.
[54] 符国群,丁嘉莉. 消费者对品牌延伸的评价:拥有者效应[J]. 管理学报,2008,5(4):528-536.
[55] ZHANG K, CHEUNG M, LEE M. Online service switching behavior:the case of blog service providers[J]. Journal of electronic commerce research,2012,13(3):184-197.
[56] HAIR J F, RINGLE G M, SARSTEDT M. PLS-SEM:indeed a silver bullet[J]. Journal of marketing theory & practice, 2011, 19(2):139-152.
[57] CHIN W W, MARCOULIDES G. The partial least squares approach to structural equation modeling[J]. Advances in hospitality and leisure, 1998, 8(2).295-358.
[58] CRONBACH L J. Coefficient alpha and the internal structure of tests[J]. Psychometrika,1951,16(3):297-334.
[59] WERTS C E, LINNR L, JORESKOGK G. Intraclass reliability estimates:testing structural assumptions[J]. Educational and psychological measurement, 1974, 34(1):25-33.
[60] FORNELL C,LARCKER D F, Evaluating structural equation models with unobservable variables and measurement error[J].Journal of marketing research,1981,18(1):39-50.
[61] PODSAKOFF P M, MACKERNIES B, LEE J Y, et al. Common method biases in behavioral research:a critical review of the literature and recommended remedies[J]. Journal applied psychology,2003,88(5):879-903.
[62] 任维政,赵斌,刘柏良,等. 基于用户体验的互联网产品差异化设计探究[J].科技风,2018,31(23):1.
Options
文章导航

/

〈 〉