基于SERVQUAL的知识付费服务质量评估模型构建研究
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摘要
为了建立一个合理的知识付费服务质量评估指标体系,以推动知识付费行业的健康发展,本文基于SERVQUAL模型,在文献调查、用户访谈和专家调查的基础上形成知识付费服务质量初始评估体系,通过因子分析方法对初始指标体系进行调整,最终得到基于SERVQUAL的知识付费服务质量评估模型。新的评估模型由友好性、保证性、可靠性、易用性、有用性等5个维度和16个指标构成。文章对指标体系进行阐释并对指标变动的原因进行了分析。
The paper aims to establish a reasonable evaluation index system for knowledge paid service, to promote the development of knowledge paid industry. Based on SERVQUAL model, an initial quality evaluation system for knowledge paid service was formed by documents review, expert survey and user interview. After adjusting the initial index system by factor analysis method, the final quality evaluation model based on SERVQUAL was obtained.The new model is composed of 5 dimensions and 16 indexes, including friendliness, assurance, reliability, usability and usefulness. On the basis of the interpretation of the new index system, the causes of index changes were analyzed in this paper.
The paper aims to establish a reasonable evaluation index system for knowledge paid service, to promote the development of knowledge paid industry. Based on SERVQUAL model, an initial quality evaluation system for knowledge paid service was formed by documents review, expert survey and user interview. After adjusting the initial index system by factor analysis method, the final quality evaluation model based on SERVQUAL was obtained.The new model is composed of 5 dimensions and 16 indexes, including friendliness, assurance, reliability, usability and usefulness. On the basis of the interpretation of the new index system, the causes of index changes were analyzed in this paper.
引文
[1]艾媒咨询.2017中国知识付费市场研究报告[EB/OL].(2018-06-09)[2019-01-05].http://www.iimedia.cn/59925.html.
[2]艾瑞咨询.中国在线知识付费市场研究报告2018年[EB/OL].(2018-06-09)[2019-01-05].http://www.199it.com/archives/704931.html.
[3]喻国明,郭超凯.线上知识付费:主要类型、形态架构与发展模式[J].编辑学刊,2017(5):6-11.
[4]邹伯涵,罗浩.知识付费:以开放、共享、付费为核心的知识传播模式[J].新媒体研究,2017(11):110-112,132.
[5]贾丽华,张红光.新媒体时代内容付费平台的传播模式探究[J].新闻论坛,2017(6):22-25.
[6]张利洁,张艳彬.从免费惯性到付费变现:数字环境下知识传播模式的变化研究[J].编辑之友,2017(12):50-53.
[7]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(6):105-115.
[8]赵保国,姚瑶.用户持续使用知识付费APP意愿的影响因素研究[J].图书馆学研究,2017(17):96-101.
[9]Punj G.The relationship between consumer characteristics and willingness to pay for general online content:Implications for content providers considering subscription-based business models[J].Marketing Letters,2015(2):175-186.
[10]张结红.知识分享类平台用户参与动机对行为的影响研究[D].合肥:安徽大学,2018.
[11]张帅,王文韬,李晶.用户在线知识付费行为影响因素研究[J].图书情报工作,2017(10):94-100.
[2]艾瑞咨询.中国在线知识付费市场研究报告2018年[EB/OL].(2018-06-09)[2019-01-05].http://www.199it.com/archives/704931.html.
[3]喻国明,郭超凯.线上知识付费:主要类型、形态架构与发展模式[J].编辑学刊,2017(5):6-11.
[4]邹伯涵,罗浩.知识付费:以开放、共享、付费为核心的知识传播模式[J].新媒体研究,2017(11):110-112,132.
[5]贾丽华,张红光.新媒体时代内容付费平台的传播模式探究[J].新闻论坛,2017(6):22-25.
[6]张利洁,张艳彬.从免费惯性到付费变现:数字环境下知识传播模式的变化研究[J].编辑之友,2017(12):50-53.
[7]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(6):105-115.
[8]赵保国,姚瑶.用户持续使用知识付费APP意愿的影响因素研究[J].图书馆学研究,2017(17):96-101.
[9]Punj G.The relationship between consumer characteristics and willingness to pay for general online content:Implications for content providers considering subscription-based business models[J].Marketing Letters,2015(2):175-186.
[10]张结红.知识分享类平台用户参与动机对行为的影响研究[D].合肥:安徽大学,2018.
[11]张帅,王文韬,李晶.用户在线知识付费行为影响因素研究[J].图书情报工作,2017(10):94-100.