消费者知识付费意愿实证研究——基于试用视角
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摘要
[目的/意义]知识付费成为移动大数据时代的一种全新知识共享模式。整合期望确认理论和感知价值理论构建消费者知识付费行为的概念模型,探讨知识试用服务对于消费者付费意愿的影响作用。研究有助于了解消费者的知识付费行为,并为知识服务提供者设计和优化试用体验提供参考和建议。[方法/过程]研究采用调查问卷法,收取282份有效数据,并通过结构方程模型对假设进行验证。[结果/结论]研究结果发现:实用价值和享乐价值显著影响消费者对于知识服务的试用满意度,但是试用成本的影响不显著。价格合理性是消费者知识付费意愿的关键性要素。然而,试用满意不能直接转化为消费者的付费意愿,它以价格合理性为中介对消费者付费意愿产生影响。
[Purpose/Significance] Knowledge payment has become a new emerging model of knowledge sharing in the era of mobile big data. This study integrated expectation confirmation theory and the theory of perceived value to construct a research model of factors that influenced consumer's intention to purchase the paid-knowledge service form the trial perceptive. Our research would help to further understand consumer's knowledge purchase behavior. It also provided references and suggestions for the design and optimization of the trial strategy for the knowledge service providers. [Method/Process] Based on survey method,282 valid samples were collected. These data then used with structural question modeling technique to test the research model and all the hypotheses related. [Result/Conclusion] The results found that utilitarian value and hedonic value had significant positive impact on consumer's trial satisfaction on paid-knowledge service,but trial cost did not. Price fairness had positive effect on consumer's purchase intention,however,trial satisfaction could not directly translate into consumer's purchase intention. Furthermore,price fairness mediated the relationship between trial satisfaction and purchase intention.
[Purpose/Significance] Knowledge payment has become a new emerging model of knowledge sharing in the era of mobile big data. This study integrated expectation confirmation theory and the theory of perceived value to construct a research model of factors that influenced consumer's intention to purchase the paid-knowledge service form the trial perceptive. Our research would help to further understand consumer's knowledge purchase behavior. It also provided references and suggestions for the design and optimization of the trial strategy for the knowledge service providers. [Method/Process] Based on survey method,282 valid samples were collected. These data then used with structural question modeling technique to test the research model and all the hypotheses related. [Result/Conclusion] The results found that utilitarian value and hedonic value had significant positive impact on consumer's trial satisfaction on paid-knowledge service,but trial cost did not. Price fairness had positive effect on consumer's purchase intention,however,trial satisfaction could not directly translate into consumer's purchase intention. Furthermore,price fairness mediated the relationship between trial satisfaction and purchase intention.
引文
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[3]赵大丽,孙道银,张铁山.社会资本对微信朋友圈用户知识共享意愿的影响研究[J].情报理论与实践,2016,29(3):102-107.
[4]陈明红.学术虚拟社区用户持续知识共享的意愿研究[J].情报资料工作,2015,(1):41-47.
[5]黄彦婷,杨忠,金辉,等.基于社会影响理论的知识共享意愿产生模型[J].情报杂志,2013,32(6):141-146.
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[13]Bhattacheriee A.Understanding Information Systems Continuance:An Expectation-Confirmation Model[J].MIS Quarterly,2001,25(3):351-370.
[14]刘勍勍,左美云,刘满成.基于期望确认理论的老年人互联网应用持续使用实证分析[J].管理评论,2012,24(5):89-101.
[15]闵庆飞,李红云.微信持续使用意向影响因素的实证研究[J].情报科学,2016,34(9):61-67.
[16]赵宇翔.知识问答类SNS中用户持续使用意愿影响因素的实证研究[J].图书馆杂志,2016,35(9):25-37.
[17]Day GS.The Capabilities of Market-driven Organizations[J].the Journal of Marketing,1994,58(4):37-52.
[18]Ulaga W,Chacour S.Measuring Customer-Perceived Value in Business Markets:A Prerequisite for Marketing Strategy Development and Implementation[J].Industrial Marketing Management,2001,30(6):525-540.
[19]Chandon P,Wansink B,Laurent G.A Benefit Congruency Framework of Sales Promotion Effectiveness[J].Journal of Marketing,2000,64(4):65-81.
[20]张新,马良,王高山.基于感知价值理论的微信用户浏览行为研究[J].情报科学,2017,35(12):136-146.
[21]Hong J-C,Lin P-H,Hsieh P-C.The Effect of Consumer Innovativeness on Perceived Value and Continuance Intention to Use Smartwatch[J].Computers in Human Behavior,2017,(67):264-272.
[22]Dhar R,Wertenbroch K.Consumer Choice Between Hedonic and Utilitarian Goods[J].Journal of Marketing Research,2000,37(1):60-71.
[23]李海英.购物价值视角的C2C满意度实证分析[J].软科学,2010,24(12):134-139.
[24]周皓,刘钢.微博用户忠诚度的影响机制分析[J].现代情报,2015,35(2):154-158.
[25]Sen AK.Rational Fools:A Critique of the Behavioral Foundations of Economic Theory[J].Philosophy&Public Affairs,1977,6(4):317-344.
[26]Woon I,Tan G-W,Low R.A Protection Motivation Theory Approach to Home Wireless Security[C].Proceedings of the 26th International Conference on Information Systems,Las Vegas,USA,2005.
[27]Chenoweth T,Minch R,Gattiker T.Application of Protection Motivation Theory to Adoption of Protective Technologies[C].Proceedings of the 42nd Hawaii International Conference on System Sciences,Hawaii,2009.
[28]Cheng HK,Tang QC.Free Trial or no Free Trial:Optimal Software Product Design with Network Effects[J].European Journal of Operational Research,2010,205(2):437-447.
[29]Hamari J,Hanner N,Koivisto J.Service Quality Explains Why People Use Freemium Services But Not if They Go Premium:An Empirical Study in Free-to-play Games.[J].International Journal of Information Management,2017,37(1):1449-1459.
[30]毕新华,齐晓云,段伟花.基于Trust-ECM整合模型的移动商务用户持续使用研究[J].图书情报工作,2011,55(14):139-143.
[31]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.
[32]王霞,赵平.质量、顾客满意和价格容忍度关系的实证研究[J].商业经济与管理,2005,168(10):15-18.
[33]Bei L-T,Chiao Y-C.An Integrated Model for the Effects of Perceived Product,Perceived Service Quality,and Perceived Price Fairness on Consumer Satisfaction and Loyalty[J].Journal of Consumer Satisfaction,Dissatisfaction and Complaining Behavior,2001,14:125-140.
[34]Lee C-H,Wu JJ.Consumer Online Flow Experience:The Relationship Between Utilitarian and Hedonic Value,Satisfaction and Unplanned Purchase[J].Industrial Management&Data Systems,2017,117(10):2452-2467.
[35]Chiu C-M,Wang ETG,Fang Y-H,et al.Understanding Customers'Repeat Purchase Intentions in B2C E-commerce:The Roles of Utilitarian Value,Hedonic Value and Perceived Risk[J].Information Systems Journal,2014,24:85-114.
[36]Zhao X,Lynch JG,Chen Q.Reconsidering Baron and Kenny:Myths and Truths About Mediation Analysis[J].Journal of Consumer Research,2010,37(2):197-206.
[37]Chong AY-L.Understanding Mobile Commerce Continuance Intentions:An Empirical Analysis of Chinese Consumers[J].Journal of Computer Information Systems,2015,53(4):22-30.
[2]张克永,李贺.网络健康社区知识共享的影响因素研究[J].图书情报工作,2017,61(5):109-116.
[3]赵大丽,孙道银,张铁山.社会资本对微信朋友圈用户知识共享意愿的影响研究[J].情报理论与实践,2016,29(3):102-107.
[4]陈明红.学术虚拟社区用户持续知识共享的意愿研究[J].情报资料工作,2015,(1):41-47.
[5]黄彦婷,杨忠,金辉,等.基于社会影响理论的知识共享意愿产生模型[J].情报杂志,2013,32(6):141-146.
[6]Scott CA.The Effects of Trial and Incentives on Repeat Purchase Behavior[J].Journal of Marketing Research,1976,13(3):263-269.
[7]Cheng HK,Li S,Liu Y.Optimal Software Free Trial Strategy:Limited Version,Time-locked,or Hybrid?[J].Production and Operations Management,2015,24(3):504-517.
[8]Yang X,Chuan-Hoo Tan,Li Y,et al.Psychological Paradox of Game Software trial[J].Information&Management,2018,In Press.
[9]Foubert B,Gijsbrechts E.Try it,you'll Like it-Or Will You?The Perils of Early Free-trial Promotions for High-tech Service A-doption.[J].Marketing Science,2016,35(5):810-826.
[10]Bolton LE,Warlop L,Alba JW.Consumer Perceptions of Price(Un)Fairness[J].Journal of Consumer Research,2003,29(4):474-491.
[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,2017,61(10):94-100.
[12]Oliver RL.A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions[J].Journal of Marketing Research,1980,17(4):460-469.
[13]Bhattacheriee A.Understanding Information Systems Continuance:An Expectation-Confirmation Model[J].MIS Quarterly,2001,25(3):351-370.
[14]刘勍勍,左美云,刘满成.基于期望确认理论的老年人互联网应用持续使用实证分析[J].管理评论,2012,24(5):89-101.
[15]闵庆飞,李红云.微信持续使用意向影响因素的实证研究[J].情报科学,2016,34(9):61-67.
[16]赵宇翔.知识问答类SNS中用户持续使用意愿影响因素的实证研究[J].图书馆杂志,2016,35(9):25-37.
[17]Day GS.The Capabilities of Market-driven Organizations[J].the Journal of Marketing,1994,58(4):37-52.
[18]Ulaga W,Chacour S.Measuring Customer-Perceived Value in Business Markets:A Prerequisite for Marketing Strategy Development and Implementation[J].Industrial Marketing Management,2001,30(6):525-540.
[19]Chandon P,Wansink B,Laurent G.A Benefit Congruency Framework of Sales Promotion Effectiveness[J].Journal of Marketing,2000,64(4):65-81.
[20]张新,马良,王高山.基于感知价值理论的微信用户浏览行为研究[J].情报科学,2017,35(12):136-146.
[21]Hong J-C,Lin P-H,Hsieh P-C.The Effect of Consumer Innovativeness on Perceived Value and Continuance Intention to Use Smartwatch[J].Computers in Human Behavior,2017,(67):264-272.
[22]Dhar R,Wertenbroch K.Consumer Choice Between Hedonic and Utilitarian Goods[J].Journal of Marketing Research,2000,37(1):60-71.
[23]李海英.购物价值视角的C2C满意度实证分析[J].软科学,2010,24(12):134-139.
[24]周皓,刘钢.微博用户忠诚度的影响机制分析[J].现代情报,2015,35(2):154-158.
[25]Sen AK.Rational Fools:A Critique of the Behavioral Foundations of Economic Theory[J].Philosophy&Public Affairs,1977,6(4):317-344.
[26]Woon I,Tan G-W,Low R.A Protection Motivation Theory Approach to Home Wireless Security[C].Proceedings of the 26th International Conference on Information Systems,Las Vegas,USA,2005.
[27]Chenoweth T,Minch R,Gattiker T.Application of Protection Motivation Theory to Adoption of Protective Technologies[C].Proceedings of the 42nd Hawaii International Conference on System Sciences,Hawaii,2009.
[28]Cheng HK,Tang QC.Free Trial or no Free Trial:Optimal Software Product Design with Network Effects[J].European Journal of Operational Research,2010,205(2):437-447.
[29]Hamari J,Hanner N,Koivisto J.Service Quality Explains Why People Use Freemium Services But Not if They Go Premium:An Empirical Study in Free-to-play Games.[J].International Journal of Information Management,2017,37(1):1449-1459.
[30]毕新华,齐晓云,段伟花.基于Trust-ECM整合模型的移动商务用户持续使用研究[J].图书情报工作,2011,55(14):139-143.
[31]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.
[32]王霞,赵平.质量、顾客满意和价格容忍度关系的实证研究[J].商业经济与管理,2005,168(10):15-18.
[33]Bei L-T,Chiao Y-C.An Integrated Model for the Effects of Perceived Product,Perceived Service Quality,and Perceived Price Fairness on Consumer Satisfaction and Loyalty[J].Journal of Consumer Satisfaction,Dissatisfaction and Complaining Behavior,2001,14:125-140.
[34]Lee C-H,Wu JJ.Consumer Online Flow Experience:The Relationship Between Utilitarian and Hedonic Value,Satisfaction and Unplanned Purchase[J].Industrial Management&Data Systems,2017,117(10):2452-2467.
[35]Chiu C-M,Wang ETG,Fang Y-H,et al.Understanding Customers'Repeat Purchase Intentions in B2C E-commerce:The Roles of Utilitarian Value,Hedonic Value and Perceived Risk[J].Information Systems Journal,2014,24:85-114.
[36]Zhao X,Lynch JG,Chen Q.Reconsidering Baron and Kenny:Myths and Truths About Mediation Analysis[J].Journal of Consumer Research,2010,37(2):197-206.
[37]Chong AY-L.Understanding Mobile Commerce Continuance Intentions:An Empirical Analysis of Chinese Consumers[J].Journal of Computer Information Systems,2015,53(4):22-30.