问答平台用户付费围观持续参与意愿的影响因素

被引：35

作者：

张杨燚

彭子健

刘齐凯

机构：

[1] 武汉大学信息管理学院

来源：

图书馆论坛 | 2018年 / 38卷 / 06期

关键词：

付费围观; 微博问答; 意见领袖; 持续参与; 结构方程;

D O I：

暂无

中图分类号：

F49 [信息产业经济]; F713.55 [商业心理学、市场心理学];

学科分类号：

1201 ; 040203 ;

摘要：

知识付费浪潮下,分答、微博问答等问答平台产生"非提问用户付费后才可查看回答"的"付费围观"这一知识付费新模式,意见领袖在社会化问答平台中扮演日益重要的角色。文章在感知价值理论基础上,引入以信任为中介的意见领袖的作用机制和围观者个人特征,构建问答平台付费围观持续参与意愿的影响因素模型,通过问卷调查收集数据对该模型进行检验。研究表明:付费围观者对意见领袖的信任,只能通过影响感知价值判断间接作用于持续参与意愿,围观者求知欲会对感知价值的作用机制产生重要影响。

引用

页码：86 / 94

页数：9

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