基于社会资本理论的知识付费用户行为机理研究

发布时间：2018-05-18 06:09

本文选题：知识付费 + 社会资本理论　；参考：《现代情报》2017年11期

【摘要】：知识付费平台(如知乎、得到、罗辑思维等)作为一种新兴移动互联网模式,得到了快速发展。但由于知识质量不高、同质化严重等问题,用户往往缺乏付费的意愿,这将影响其成功实施。基于社会资本理论,本文研究了知识付费用户行为机理,考察了影响用户付费的显著因素。研究收集了411份有效问卷,采用结构方程模型进行分析。结果发现,社会交互连接、共同愿景和信任显著影响用户为知识付费的意向,其中信任的作用最大。研究结果启示知识付费平台应重视社会资本构建和发展,从而促进用户付费意愿和行为。
[Abstract]:As a new mode of mobile Internet, knowledge payment platform (such as knowledge, access, Luo Ji thinking, etc.) has developed rapidly. However, due to the problems of poor knowledge quality and serious homogeneity, users often lack the willingness to pay, which will affect their successful implementation. Based on the theory of social capital, this paper studies the behavior mechanism of knowledge-paying users, and investigates the significant factors that affect the user's payment. 411 valid questionnaires were collected and analyzed by structural equation model. The results show that social interaction, common vision and trust significantly affect users' intention to pay for knowledge, among which trust is the most important. The results suggest that the knowledge-paying platform should attach importance to the construction and development of social capital so as to promote the user's willingness and behavior to pay.
【作者单位】：杭州电子科技大学管理学院;
【基金】：国家自然科学基金项目“社会交互对用户参与社会化商务行为的作用机理研究”(项目编号:71771069) NSFC-浙江两化融合联合基金项目“电子商务驱动的产业集群转型与竞争力提升研究”(项目编号:U1509220)
【分类号】：F49

【相似文献】