| 品牌延伸视角下用户从免费到付费知识问答服务的转移意愿研究 |
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| 引用本文： | 易明,单思远,邓卫华.品牌延伸视角下用户从免费到付费知识问答服务的转移意愿研究[J].图书情报工作,2021(2):75-86. |
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| 作者姓名： | 易明 单思远 邓卫华 |
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| 作者单位： | 华中师范大学信息管理学院;华中农业大学公共管理学院 |
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| 基金项目： | 国家社会科学基金项目“面向群体智慧涌现的在线研讨信息组织研究”(项目编号:17BTQ064)研究成果之一。 |
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| 摘 要： | 目的/意义]从品牌延伸视角出发,探究用户付费问答转移意愿的影响因素,为知识问答平台提高付费问答服务质量和用户付费转移意愿提供参考。方法/过程]通过追述性口语报告测试,考察15位用户对原生问答平台及其免费问答服务付费问答延伸服务的认知情况,梳理免费和付费问答服务之间具有的品牌延伸关系,并通过构建结构方程模型,探寻品牌延伸关系影响用户从免费问答向付费问答转移意愿的内在机理。结果/结论]付费问答并不是一种绝对的新生事物,品牌延伸在用户形成付费问答服务新的认知中具有重要价值。用户会体验到4种类型的品牌延伸关系:感知品牌契合度、感知产品契合度、感知联结度和感知差异性。其中,感知品牌契合度和感知差异性对付费问答转移意愿有显著正向影响,其作用机制除直接效应外,还通过影响延伸态度实现间接影响;感知联结度通过影响延伸态度进而影响付费问答转移意愿;母品牌质量对感知契合度与付费问答转移意愿之间的关系起负向调节作用。
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| 关 键 词： | 品牌延伸 转移意愿 免费问答 付费问答 |
From Free to Fee;Research on Knowledge Q&A Service Transfer Intention from the Perspective of Brand Extension |
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| Yi Ming,Shan Siyuan,Deng Weihua.From Free to Fee;Research on Knowledge Q&A Service Transfer Intention from the Perspective of Brand Extension[J].Library and Information Service,2021(2):75-86. |
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| Authors: | Yi Ming Shan Siyuan Deng Weihua |
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| Institution: | (School of Information Management,Central China Normal University,Wuhan 430079;College of Public Administration,Huazhong Agricultural University,Wuhan 430070) |
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| Abstract: | Purpose/significance]This paper explored the factors that influence users’transfer intention from the perspective of brand extension,and provided a reference for the knowledge Q&A platform to improve the quality of paid Q&A service and user’willingness to pay.Method/process]By conducting a Verbal Report test,we ex-amined the 15 users’cognition of the native Q&A platform,its free Q&A service and its paid Q&A extension serv-ice,in order to identify whether there is a mother-child relationship between free and paid knowledge service prod-ucts.By constructing the structural equation model to explore the internal mechanism by which brand extension fac-tors affect users’paid Q&A service transfer intention.Result/conclusion]Knowledge paid Q&A is not an absolute new thing.Brand extension has an important value in the formation of user’new cognition of paid services.Per-ceived fit and perceived difference had significant positive impacts on their transfer intention.In addition to direct effects,its influence mechanism could also be achieved indirect effects by affecting extension attitude.Perceived tie affected users’intention to transfer by influencing extension attitude.Parent brand quality negatively regulated the relationship between perceived fit and transfer intention. |
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| Keywords: | brand extension transfer intention free Q&A service paid Q&A service |
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