虚拟社区用户知识付费意愿实证研究

被引：66

作者：

方爱华

陆朦朦

刘坤锋

机构：

[1] 武汉大学信息管理学院

来源：

图书情报工作 | 2018年 / 06期

关键词：

知识付费; 感知价值; 口碑; 付费意愿;

D O I：

10.13266/j.issn.0252-3116.2018.06.013

中图分类号：

G252 [读者工作];

学科分类号：

1205 ; 120501 ;

摘要：

[目的 /意义]探索虚拟社区用户知识付费意愿的影响因素,有助于更加深入了解用户在虚拟社区中的知识付费行为,帮助内容创作者和虚拟平台运营商洞悉用户需求,为提高知识服务质量和优化资源配置提供参考。[方法 /过程]基于感知价值理论,对虚拟社区用户知识付费行为进行研究,构建知识付费的结构方程模型,揭示影响用户知识付费的关键因素及其机理;采用问卷调查法,搜集321份有效样本数据,在此基础上,利用偏最小二乘结构方程模型方法分析数据。[结果 /结论]虚拟社区用户的感知价值显著正向影响其付费意愿;感知利得(感知有用性、感知信任)显著正向影响感知价值,感知利失(感知风险、感知成本)显著负向影响感知价值,且感知价值在感知利得和感知利失对用户付费意愿起到了完全中介作用;口碑负向调节感知价值对付费意愿的影响。

引用

页码：105 / 115

页数：11

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