| 基于扎根理论的付费数字阅读用户需求的分层特征及其驱动力 |
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| 引用本文： | 刘春年,黄俊,周涛.基于扎根理论的付费数字阅读用户需求的分层特征及其驱动力[J].现代情报,2019,39(11):80-89. |
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| 作者姓名： | 刘春年 黄俊 周涛 |
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| 作者单位： | 南昌大学管理学院, 江西 南昌 330031 |
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| 基金项目： | 国家自然科学基金"大数据环境下应急信息质量与信源可信度双路径作用机理研究"（项目编号：71663038）。 |
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| 摘 要： | 目的/意义] 数字阅读是当前国民阅读的主要途径，付费数字阅读也成为新的消费增长点，但用户满意度仍然不高。文章尝试从用户需求层面进行探究，以期为数字阅读的持续健康发展提供指导，并对数字图书馆建设给予启发。方法/过程] 通过收集大量相关产品的网络评论和与用户的深度访谈得到研究数据，进而运用扎根理论探究数字阅读产品的付费影响因素并构建出相对应的用户需求模型。结果/结论] 研究发现，付费数字阅读用户需求分为功能需求和信息需求两个类别，且用户需求层次结构具有不断成长的演化趋势，这种趋势使得用户需求不断膨胀，从基本型需求发展到期望型需求，再拓展到兴奋型需求。
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| 关 键 词： | 付费数字阅读 扎根理论 用户需求 数字图书馆 |
Hierarchical Characteristics and Driving Force of User Demand for Paid Digital Reading Based on Grounded Theory |
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| Authors: | Liu Chunnian Huang Jun Zhou Tao |
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| Institution: | School of Management, Nanchang University, Nanchang 330031, China |
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| Abstract: | Purpose/Significance] Digital reading is the main way of national reading,and paid digital reading has become a new growth point of consumption,but user satisfaction is still not high.This paper attempted to explore from the user demand level,in order to provide guidance for the sustainable and healthy development of digital reading,and gave inspiration to the construction of digital library.Method/Process] The research data was obtained by collecting a large number of online comments of related products and in-depth interviews with users,and then the grounded theory was used to explore the factors influencing the payment of digital reading products and to construct the corresponding user demand model.Result/Conclusion] It is found that the demand of paid digital readers was divided into two dimensions:functional demand and information demand,and the hierarchy of user demand had an evolving trend of continuous growth,which made the user demand keep expanding,from basic demand to expectation demand,and then to excitement demand. |
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| Keywords: | paid digital reading grounded theory user demands digital library |
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