| PPM视角下付费知识问答平台提问者的转移行为研究 |
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| 引用本文： | 万君,于悦,谢美诗.PPM视角下付费知识问答平台提问者的转移行为研究[J].情报探索,2022(1):106-114. |
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| 作者姓名： | 万君 于悦 谢美诗 |
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| 作者单位： | 辽宁工程技术大学营销管理学院 辽宁葫芦岛 125105;中国矿业大学经济管理学院 江苏徐州 221000 |
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| 基金项目： | 辽宁省社会科学规划基金项目“基于网络购物情境的消费者隐性需求特征、影响因素及显化机理研究”(项目编号:L20BTQ007)成果之一。 |
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| 摘 要： | 目的/意义]研究构建并探讨付费知识问答平台提问者的转移行为概念模型及影响因素,对深入理解提问者的转移行为和促进付费知识问答平台良性发展有重要意义。方法/过程]以PPM模型为基础,对收集的369份有效问卷采用结构方程法,利用SPSS和AMOS工具对模型及数据进行验证和分析。结果/结论]不满意度、感知信息质量、感知信任、主观规范、社会支持等因素均显著正向影响提问者的转移意愿,转移成本和心理惯性对提问者的转移意愿有显著负向影响。付费知识问答平台的管理者需要从推力、拉力和锚定三方面综合考虑提升用户体验,满足用户需求,获取竞争优势。
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| 关 键 词： | 知识付费 用户转移行为 PPM模型 心理惯性 |
Research on Transfer Behavior of Questioners on Paid Knowledge Question Answering Platform from the Perspective of PPM |
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| Wan Jun,Yu Yue,Xie Meishi.Research on Transfer Behavior of Questioners on Paid Knowledge Question Answering Platform from the Perspective of PPM[J].Information Research,2022(1):106-114. |
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| Authors: | Wan Jun Yu Yue Xie Meishi |
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| Institution: | (School of Marketing Management,Liaoning Technical University,Huludao Liaoning 125105;School of Economics and Management,China University of Mining and Technology,Xuzhou Jiangsu 221000) |
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| Abstract: | Purpose/significance]It is of great significance to construct and explore the conceptual model and influencing factors of questioners’transfer behavior on the paid knowledge question answering platform,to further understand questioners’transfer behavior and promote the benign development of the paid knowledge question answering platform.Method/process]Based on PPM model,the paper uses structural equation method and tools of SPSS and AMOS to verify and analyze the models and data with 369 valid questionnaires.Result/conclusion]Dissatisfaction,perceived information quality,perceived trust,subjective norms,social support and other factors have a significant positive impact on questioners’transfer intention,while transfer cost and psychological inertia have a significant negative impact on questioners’transfer intention.Managers of paid knowledge question answering platforms need to comprehensively consider the three aspects of push,pull and anchor to improve user’s experience,meet user’s needs and gain competitive advantages. |
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| Keywords: | knowledge payment user’s transfer behavior PPM model psychological inertia |
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