| 社会交互对用户知识付费意愿的作用机理研究 |
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| 引用本文： | 周涛,檀齐,Takirova Bayan,邓胜利.社会交互对用户知识付费意愿的作用机理研究[J].图书情报工作,2019,63(4):94-100. |
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| 作者姓名： | 周涛 檀齐 Takirova Bayan 邓胜利 |
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| 作者单位： | 1. 杭州电子科技大学管理学院 杭州 310018;
2. 武汉大学信息管理学院 武汉 430072 |
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| 基金项目： | 本文系国家自然科学基金项目"社会交互对用户参与社会化商务行为的作用机理研究"（项目编号：71771069）研究成果之一。 |
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| 摘 要： | 目的/意义]知识付费产品数量众多,品质良莠不齐,使得用户付费意愿降低,这可能导致知识付费模式的失败。本文旨在研究社会交互对用户知识付费意愿的作用机理,考察信任和认同（包括认知维、情感维和评价维）对用户付费意愿的作用。方法/过程]研究共收集有效问卷377份,采用SPSS和LISREL进行数据分析。结果/结论]研究结果显示,信息交互和情感交互显著影响信任,信息交互和信任影响认同,信任和认同决定付费意愿。因此,知识付费平台应重视引导用户之间进行社会交互,培养用户对平台的信任和认同,以促进用户付费意愿。
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| 关 键 词： | 知识付费 社会交互 信任 认同 |
| 收稿时间： | 2018-06-07 |
The Effect of Social Interaction on Users' Intention of Knowledge Payment |
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| Zhou Tao,Tan Qi,Takirova Bayan,Deng Shengli.The Effect of Social Interaction on Users' Intention of Knowledge Payment[J].Library and Information Service,2019,63(4):94-100. |
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| Authors: | Zhou Tao Tan Qi Takirova Bayan Deng Shengli |
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| Institution: | 1. School of Management, Hangzhou Dianzi University, Hangzhou 310018;
2. School of Information Management, Wuhan University, Wuhan 430072 |
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| Abstract: | Purpose/significance] Knowledge payment products have many types and inconsistent quality, which may undermine users' payment intention. This may lead to the failure of knowledge payment models. This research examined the effect of social interaction on knowledge payment user intention, and identified the effect of trust and identification on users' payment intention. Method/process] A total of 377 valid questionnaires were obtained and data analysis was conducted using SPSS and LISREL. Result/conclusion] The results show that informational interaction and emotional interaction significantly affect trust. Informational interaction and trust have significant impacts on identification. Trust and identification determine payment intention. Thus, the platforms should attach importance to social interaction between users, and foster users' trust and identification in order to motivate their payment intention. |
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| Keywords: | knowledge payment social interaction trust identification |
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