知识付费产品特征对购买量的影响——以“得到”APP的实证研究为依据
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引用本文:刘 果,徐梦蕊.知识付费产品特征对购买量的影响——以“得到”APP的实证研究为依据[J].财经理论与实践,2020,(5):132-129
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作者单位
刘 果,徐梦蕊 (湖南师范大学 新闻与传播学院湖南 长沙 410006) 
中文摘要:知识付费为互联网共享经济的已有内涵注入了新的因素,正在迎来挑战与机遇并存的关键性发展阶段。基于产品特征的内容分析表明,粉丝吸聚仍是知识产品变现的首要逻辑。对长尾内容的深度挖掘和精准匹配使相对冷门的知识门类浮出水面,由此有可能改变内容格局导向。此外,知识付费产品内容的垂直化细分仍有必要。对知识付费用户而言,对知识的总体性认知比局部的、细节的知识学习更为重要。
中文关键词:知识付费  购买量  授课教师  课程设计  文本呈现
 
Research on Influencing Factors of Knowledge Payment Purchase Based on Product Characteristics: Evidence from the Empirical Research of "Dedao" APP
Abstract:Knowledge payment injects new factors into the existing connotations of the Internet sharing economy, and is ushering in a critical stage of development where challenges and opportunities coexist. Content analysis based on product characteristics shows that fan attraction is still the primary logic for the cashing out of knowledge products. In-depth mining and precision matching of long tail content may surface relatively less popular knowledge categories, making it possible to change the fan attraction to some extent. In addition, the vertical subdivision of knowledge payment product content is still necessary. For knowledge paying users, understanding overall knowledge is more important than learning local or detailed knowledge.
keywords:knowledge payment  purchase volume  course instructor  course design  text presentation
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