问答平台用户付费围观持续参与意愿的影响因素

摘要

In the wave of paying for knowledge,Fenda and Weibo Q&A bring forth a new revenue model of user paying to see the answers of questions asked by some others.Meanwhile,the opinion leaders play an increasingly important role in these Q & A platforms. Based on the theory of perceived value,a research model which is comprised of the onlookers'trust in the opinion leaders'role as a mediator and the characteristics of onlookers is introduced.The authors construct a model of those factors influencing users'willingness to continuously participate in the pay-per-view Q&A platforms and design a questionnaire survey.The structural equation modeling is also adopted.The results show that the onlookers'trust in opinion leaders will not directly affect their willingness to continuously participate.But it will affect their judgment of perceived value so that the trust will still enhance the willingness.The perceived value is in fact largely affected by of users'curiosity.%知识付费浪潮下,分答、微博问答等问答平台产生"非提问用户付费后才可查看回答"的"付费围观"这一知识付费新模式,意见领袖在社会化问答平台中扮演日益重要的角色.文章在感知价值理论基础上,引入以信任为中介的意见领袖的作用机制和围观者个人特征,构建问答平台付费围观持续参与意愿的影响因素模型,通过问卷调查收集数据对该模型进行检验.研究表明:付费围观者对意见领袖的信任,只能通过影响感知价值判断间接作用于持续参与意愿,围观者求知欲会对感知价值的作用机制产生重要影响.