网络社区知识服务的购买意愿研究

发布时间：2018-04-29 17:55

本文选题：网络社区 + 知识服务　；参考：《华东师范大学》2017年硕士论文

【摘要】：知识经济的到来,让知识超越传统的土地、劳动力等生产要素,成为当下最重要的生产资源。随着知识重要性的增加,人们对于知识的需求也日益提升。以满足用户需求为核心理念的知识服务就在这一背景下产生。互联网的发展和普及改变了人们的生活方式。网络社区作为互联网的重要应用之一,通过其UGC和互动性强的特点吸引了大量的用户,进而也积累到海量的知识资源。网络社区通过知识共享与知识交流的方式,根据用户的知识需求,为用户发现并提供可用的、有价值的知识服务。付费问答社区分答的火爆引发了人们对于知识付费的讨论。针对这一现状,本研究以网络社区知识服务为研究对象,针对其购买意愿展开了研究。本研究通过文献综述和理论研究,以TPB和TAM模型为理论基础构建了购买意愿影响因素的理论模型,选取了包括感知娱乐、感知有用性、认知需求、认知信任、自我效能在内的9个变量,并对它们之间的影响关系提出了研究假设。在经过问卷调研和数据分析等实证研究后得出了以下结论:感知娱乐、主观规范和感知服务质量对感知有用性有正向影响;感知娱乐、认知信任和感知有用性对态度有正向影响;态度和主观规范对购买意愿有正向影响。最后,本研究还依据以上结论,对提高网络社区知识服务的购买意愿提出了针对性的建议,并希望能够产生实践价值。
[Abstract]:With the advent of knowledge economy, knowledge surpasses the traditional factors of production, such as land and labor, and becomes the most important production resource. With the increasing importance of knowledge, people's demand for knowledge is increasing day by day. The knowledge service based on the core idea of meeting the user's needs is produced under this background. The development and popularity of the Internet has changed people's way of life. As one of the important applications of the Internet, the network community attracts a large number of users through its UGC and strong interactive characteristics, and then accumulates a huge amount of knowledge resources. Network community through the way of knowledge sharing and knowledge exchange, according to the knowledge needs of users, to find and provide users with available, valuable knowledge services. The popularity of the paid Q & A community has sparked a discussion of paying for knowledge. In view of this situation, this research takes the knowledge service of network community as the research object, carries on the research to its purchase intention. Based on the TPB and TAM models, this study constructs a theoretical model of influencing factors of purchasing intention, including perceived entertainment, perceived usefulness, cognitive needs, cognitive trust. Self-efficacy, including 9 variables, and put forward the research hypothesis of the influence relationship between them. After questionnaire investigation and data analysis, we draw the following conclusions: perceived entertainment, subjective norms and perceived quality of service have a positive impact on perceived usefulness; Cognitive trust and perceived usefulness have positive effects on attitudes, and attitude and subjective norms have positive effects on purchase intention. Finally, based on the above conclusions, the paper puts forward some specific suggestions to improve the willingness to purchase knowledge services in online communities, and hopes to produce practical value.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G358

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