语音问答社区用户知识付费意愿影响因素研究——基于现状偏差的视角
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摘要
【目的/意义】从抵制的视角研究语音问答社区用户知识付费意愿的影响因素,有助于解释语音付费问答的低渗透率,帮助内容创作者和问答社区运营商深入了解用户需求。【方法/过程】基于现状偏差理论,构建了研究语音问答社区用户知识付费意愿影响因素的概念模型,并运用实证研究方法对模型的适用性进行检验。【结果/结论】数据分析结果表明:语音问答社区用户的感知收益对知识付费意愿产生正向的影响,感知成本对知识付费意愿产生负向的影响;转换成本和个人免费观念对个体的感知成本有显著正向影响;沉没成本和信息获取习惯对个体的感知收益有显著负向影响;四个现状偏差因素对个体的知识付费意愿有间接影响,个体的收益成本认知在两者之间起着中介作用。
【Purpose/significance】Exploring the influencing factors of users' willingness to pay for knowledge in voice Q&A community from the perspective of boycotting is helpful to explain the low usage rate of paid voice question and answer services, and helps content creators and Q&A community operators to deeply understand user needs.【Method/process】Based on the status quo bias theory, the conceptual model to explore the influencing factors of users' willingness to pay for knowledge in voice Q&A community is established. The applicability of the model is tested by using the empirical research method.【Result/conclusion】The results of data analysis show that the perceived benefit of users in voice Q&A community has a significant positive effect on the willingness to pay for knowledge, and the perceived cost has a negative effect on the willingness to pay for knowledge. Conversion cost and personal free concept have a significant positive effect on individual perceived cost. Sunk cost and information acquisition habit have a significant negative impact on individual perceived benefit.Four status quo bias factors have indirect effects on individuals' willingness to pay for knowledge, the individual's perception of benefits and costs plays an intermediary role between the two.
【Purpose/significance】Exploring the influencing factors of users' willingness to pay for knowledge in voice Q&A community from the perspective of boycotting is helpful to explain the low usage rate of paid voice question and answer services, and helps content creators and Q&A community operators to deeply understand user needs.【Method/process】Based on the status quo bias theory, the conceptual model to explore the influencing factors of users' willingness to pay for knowledge in voice Q&A community is established. The applicability of the model is tested by using the empirical research method.【Result/conclusion】The results of data analysis show that the perceived benefit of users in voice Q&A community has a significant positive effect on the willingness to pay for knowledge, and the perceived cost has a negative effect on the willingness to pay for knowledge. Conversion cost and personal free concept have a significant positive effect on individual perceived cost. Sunk cost and information acquisition habit have a significant negative impact on individual perceived benefit.Four status quo bias factors have indirect effects on individuals' willingness to pay for knowledge, the individual's perception of benefits and costs plays an intermediary role between the two.
引文
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11 SAMUELSON W, ZECKHAUSER R. Status quo bias in decision making[J]. Journal of Risk and Uncertainty,1988, 1(1):7-59.
12 KIM H W, KANKANHALLI A. Investigating User Resistance To Information Systems Implementation:A Status Quo Bias Perspective[J].Mis Quarterly,2009,33(3):567-582.
13 LEE K,JOSHI K.Examining the use of status quo bias perspective in IS research:need for re-conceptualizing and incorporating biases[J].Information Systems Journal,2017, 27(6):733-752.
14 BECKER G S. Crime and Punishment:An Economic Approach[J].Journal of Political Economy,1968,76(2):169-217.
15 LOUX F. Psycholinguistics, an Introduction To Research And Theory-Hormann,H[J].Anthropologie,1975,79(1):175-175.
16 ERKAN I, EVANS C.The influence of eWOM in social media on consumers'purchase intentions:An extended approach to information adoption[J].Computers In Human Behavior,2016,61(2):47-55.
17 KIM M S, JAMES J.The theory of planned behaviour and intention of purchase sport team licensed merchandise[J].Sport Business And Management-an International Journal,2016, 6(2):228-243.
18 ZHANG X F, GUO X T, WU Y, et al. Exploring the inhibitors of online health service use intention:A status quo bias perspective[J]. Information&Management,2017,54(8):987-997.
19 LINDER D E. Entrapment In Escalating Conflicts-a Social Psychological Analysis-Brockner,J, Rubin,Jz[J]. Contemporary Psychology, 1986, 31(9):690-691.
20 VERPLANKEN B, AARTS H. Habit, Attitude, and Planned Behaviour:Is Habit an Empty Construct or an Interesting Case of Goal-directed Automaticity?[J]. European Review of Social Psychology, 1999, 10(1):101-134.
21 NG E H, KWAHK K Y. Examining the determinants of Mobile Internet service continuance:a customer relationship development perspective[J]. International Journal Of Mobile Communications, 2010, 8(2):210-229.
22 LI J, LIU M, LIU X. Why do employees resist knowledge management systems? An empirical study from the status quo bias and inertia perspectives[J]. Computers in Human Behavior, 2016, 65(8):189-200.
23 艾媒咨询集团.2017年中国知识付费市场研究报告[EB/OL]. http://www.iimedia.cn/59925.html,2017-12-11.
24 BURNHAM T A, FRELS J K, MAHAJAN V. Consumer switching costs:A typology, antecedents, and consequences[J]. Journal Of the Academy Of Marketing Science, 2003,31(2):109-126.
25 KHEDHAOURIA A, THURIK R, GURAU C, et al.Customers'Continuance Intention Regarding Mobile Service Providers:A Status Quo Bias Perspective[J]. Journal of Global Information Management,2016, 24(4):1-21.
26 KIM H W. The Effects of Switching Costs on User Resistance to Enterprise Systems Implementation[J]. Ieee Transactions on Engineering Management,2011,58(3):471-482.
27 LIANG H, XUE Y. Online health information use by disabled people:the moderating role of disability[C]//Proceedings of the 34th International Conference on Information Systems, 2013:1-16.
28 BULGURCU B, CAVUSOGLU H, BENBASAT I.Information Security Policy Compliance:An Empirical Study Of Rationality-Based Beliefs And Information Security Awareness[J].Mis Quarterly,2010, 34(3):523-548.
29 JOHNSTON A C, WARKENTIN M. Fear Appeals And Information Security Behaviors:An Empirical Study[J]. Mis Quarterly, 2010, 34(3):549-566.
30 ZEITHAML V A. Consumer Perceptions Of Price,Quality,And Value-a Means-End Model And Synthesis Of Evidence[J].Journal Of Marketing,1988,52(3):2-22.
31 DOU W Y. Will Internet users pay for online content?[J].Journal Of Advertising Research,2004, 44(4):349-359.
32 张晓飞.基于现状偏差理论的在线医疗服务采纳阻碍因素研究[D].哈尔滨:哈尔滨工业大学, 2014.
33 KAHNEMAN D,TVERSKY A.Prospect theory:An analysis of decision under risk.[J]. Econometrica,1979,47(2):263-292.
34 SIMON H A. Rational Decision-Making In Business Organizations[J]. American Economic Review, 1979,69(4):493-513.
2 腾讯科技-企鹅智酷.知识付费经济报告:多少中国网民愿意花钱买经验?|真象大数据[EB/OL]. http://tech.qq.com/original/archives/b122.html,2018-03-08.
3 方爱华,陆朦朦,刘坤锋.虚拟社区用户知识付费意愿实证研究[J].图书情报工作,2018,(6):105-115.
4 李雅筝.在线教育平台用户持续使用意向及课程付费意愿影响因素研究[D].合肥:中国科学技术大学,2016.
5 叶阳,王涵.有声阅读平台用户内容付费意愿影响因素研究[J].图书馆学研究,2018,(1):82-88.
6 POLITES G L,KARAHANNA E.Shackled To the Status Quo:The Inhibiting Effects Of Incumbent System Habit, Switching Costs,And Inertia on New System Acceptance[J]. Mis Quarterly, 2012, 36(1):21-42.
7 LI J, ZHANG S, WANG W, et al. Research on the Influencing Factors of User’s Online Knowledge Consumption Behavior[J]. Procedia Computer Science,2017,(122):174-179.
8 PUNJ G. The relationship between consumer characteristics and willingness to pay for general online content:Implications for content providers considering subscription-based business models[J]. Marketing Letters,2015, 26(2):175-186.
9 赵保国,姚瑶.用户持续使用知识付费APP意愿的影响因素研究[J].图书馆学研究,2017,(17):96-101.
10 周涛,檀齐.基于社会资本理论的知识付费用户行为机理研究[J].现代情报,2017,37(11):46-50.
11 SAMUELSON W, ZECKHAUSER R. Status quo bias in decision making[J]. Journal of Risk and Uncertainty,1988, 1(1):7-59.
12 KIM H W, KANKANHALLI A. Investigating User Resistance To Information Systems Implementation:A Status Quo Bias Perspective[J].Mis Quarterly,2009,33(3):567-582.
13 LEE K,JOSHI K.Examining the use of status quo bias perspective in IS research:need for re-conceptualizing and incorporating biases[J].Information Systems Journal,2017, 27(6):733-752.
14 BECKER G S. Crime and Punishment:An Economic Approach[J].Journal of Political Economy,1968,76(2):169-217.
15 LOUX F. Psycholinguistics, an Introduction To Research And Theory-Hormann,H[J].Anthropologie,1975,79(1):175-175.
16 ERKAN I, EVANS C.The influence of eWOM in social media on consumers'purchase intentions:An extended approach to information adoption[J].Computers In Human Behavior,2016,61(2):47-55.
17 KIM M S, JAMES J.The theory of planned behaviour and intention of purchase sport team licensed merchandise[J].Sport Business And Management-an International Journal,2016, 6(2):228-243.
18 ZHANG X F, GUO X T, WU Y, et al. Exploring the inhibitors of online health service use intention:A status quo bias perspective[J]. Information&Management,2017,54(8):987-997.
19 LINDER D E. Entrapment In Escalating Conflicts-a Social Psychological Analysis-Brockner,J, Rubin,Jz[J]. Contemporary Psychology, 1986, 31(9):690-691.
20 VERPLANKEN B, AARTS H. Habit, Attitude, and Planned Behaviour:Is Habit an Empty Construct or an Interesting Case of Goal-directed Automaticity?[J]. European Review of Social Psychology, 1999, 10(1):101-134.
21 NG E H, KWAHK K Y. Examining the determinants of Mobile Internet service continuance:a customer relationship development perspective[J]. International Journal Of Mobile Communications, 2010, 8(2):210-229.
22 LI J, LIU M, LIU X. Why do employees resist knowledge management systems? An empirical study from the status quo bias and inertia perspectives[J]. Computers in Human Behavior, 2016, 65(8):189-200.
23 艾媒咨询集团.2017年中国知识付费市场研究报告[EB/OL]. http://www.iimedia.cn/59925.html,2017-12-11.
24 BURNHAM T A, FRELS J K, MAHAJAN V. Consumer switching costs:A typology, antecedents, and consequences[J]. Journal Of the Academy Of Marketing Science, 2003,31(2):109-126.
25 KHEDHAOURIA A, THURIK R, GURAU C, et al.Customers'Continuance Intention Regarding Mobile Service Providers:A Status Quo Bias Perspective[J]. Journal of Global Information Management,2016, 24(4):1-21.
26 KIM H W. The Effects of Switching Costs on User Resistance to Enterprise Systems Implementation[J]. Ieee Transactions on Engineering Management,2011,58(3):471-482.
27 LIANG H, XUE Y. Online health information use by disabled people:the moderating role of disability[C]//Proceedings of the 34th International Conference on Information Systems, 2013:1-16.
28 BULGURCU B, CAVUSOGLU H, BENBASAT I.Information Security Policy Compliance:An Empirical Study Of Rationality-Based Beliefs And Information Security Awareness[J].Mis Quarterly,2010, 34(3):523-548.
29 JOHNSTON A C, WARKENTIN M. Fear Appeals And Information Security Behaviors:An Empirical Study[J]. Mis Quarterly, 2010, 34(3):549-566.
30 ZEITHAML V A. Consumer Perceptions Of Price,Quality,And Value-a Means-End Model And Synthesis Of Evidence[J].Journal Of Marketing,1988,52(3):2-22.
31 DOU W Y. Will Internet users pay for online content?[J].Journal Of Advertising Research,2004, 44(4):349-359.
32 张晓飞.基于现状偏差理论的在线医疗服务采纳阻碍因素研究[D].哈尔滨:哈尔滨工业大学, 2014.
33 KAHNEMAN D,TVERSKY A.Prospect theory:An analysis of decision under risk.[J]. Econometrica,1979,47(2):263-292.
34 SIMON H A. Rational Decision-Making In Business Organizations[J]. American Economic Review, 1979,69(4):493-513.
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