| 虚拟社区用户知识付费意愿实证研究 |
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| 引用本文： | 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,2018,62(6):105-115. |
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| 作者姓名： | 方爱华 陆朦朦 刘坤锋 |
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| 作者单位： | 武汉大学信息管理学院 武汉 430072 |
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| 摘 要： | 目的/意义]探索虚拟社区用户知识付费意愿的影响因素，有助于更加深入了解用户在虚拟社区中的知识付费行为，帮助内容创作者和虚拟平台运营商洞悉用户需求，为提高知识服务质量和优化资源配置提供参考。方法/过程]基于感知价值理论，对虚拟社区用户知识付费行为进行研究，构建知识付费的结构方程模型，揭示影响用户知识付费的关键因素及其机理；采用问卷调查法，搜集321份有效样本数据，在此基础上，利用偏最小二乘结构方程模型方法分析数据。结果/结论]虚拟社区用户的感知价值显著正向影响其付费意愿；感知利得（感知有用性、感知信任）显著正向影响感知价值，感知利失（感知风险、感知成本）显著负向影响感知价值，且感知价值在感知利得和感知利失对用户付费意愿起到了完全中介作用；口碑负向调节感知价值对付费意愿的影响。
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| 关 键 词： | 知识付费 感知价值 口碑 付费意愿 |
| 收稿时间： | 2017-09-11 |
| 修稿时间： | 2017-11-12 |
Empirical Study on Users' Knowledge Purchase Intention for Virtual Community |
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| Fang Aihua,Lu Mengmeng,Liu Kunfeng.Empirical Study on Users' Knowledge Purchase Intention for Virtual Community[J].Library and Information Service,2018,62(6):105-115. |
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| Authors: | Fang Aihua Lu Mengmeng Liu Kunfeng |
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| Institution: | School of Information Management, Wuhan University, Wuhan 430072 |
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| Abstract: | Purpose/significance] To explore the influencing factors of user's purchase intention for knowledge of virtual community, will help to understand the knowledge payment behavior of users in virtual community, and help knowledge creators and virtual community service providers to understand user's needs. This paper aims to improve the quality of knowledge and optimize the allocation of resources to provide reference.Method/process] Based on the theory of perceived value, this paper studies the knowledge payment behavior of virtual community users, constructs the structural equation model of knowledge payment, reveals the key factors and the mechanism that affect the user's knowledge payment, and uses the questionnaire survey method to collect 321 valid samples Data. Then it uses partial least squares structural equation model method to analyze the data.Result/conclusion] The perceived value of virtual community users significantly affects their purchase intention. Perceived benefit (perceived usefulness and perceived trust) significantly affect perceived value. Perceived sacrifice (perceived risk and perceived cost) has a significant negative impact on perceived value. The perceived value is completely mediated by perceived gains and perceived benefit and sacrifice. The word of mouth negatively moderates the perceived value to the purchase intention. |
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| Keywords: | pay for knowledge perceived value word-of-mouth purchase intention |
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