摘要
在知识付费市场发展迅猛的同时,暴露出了不少问题,如知识产品质量降低,消费体验不佳,内容趋向单一等。为了了解知识付费市场的现状和消费者的消费行为,为建立“交大读书会”知识付费平台奠定基础,我们小组通过根据当前知识付费市场主流的知识付费平台,以厦门六区的知识付费平台使用情况为例进行调查分析,通过文献分析进行深入了解与定性分析、利用问卷调查收集数据,用MATLAB简单制图分析,并用得出数理统计的假设检验对模型进行研究,分析出使用者付费意愿的影响因素以及各个变量之间的影响路径与程度,得出用户的付费意愿与知识分享平台的使用价值、情感价值和用户体验正相关,与不确定性成负相关,并据此提出了相关建议。
With the rapid development of knowledge payment market, many problems are exposed, such as the quality of knowledge products is reduced, the consumption experience is not good, and the content tends to be single. In order to understand the current situation of knowledge payment market and consumer behavior, and lay the foundation for the establishment of “University of Communications reading club” knowledge payment platform, according to the current knowledge payment platform of the mainstream knowledge payment market, our group takes the use of knowledge payment platform in six districts of Xiamen as an example for investigation and analysis, conducts in-depth understanding and qualitative analysis through literature analysis, collects data through questionnaire survey, conducts simple cartographic analysis with MATLAB, studies the model with the hypothesis test of mathematical statistics, and analyzes the use The influencing factors of users’ willingness to pay and the influencing path and degree of each variable are analyzed. It is concluded that users' willingness to pay is positively related to the use value, emotional value and user experience of the knowledge sharing platform, and negatively related to the uncertainty. Based on this, relevant suggestions are put forward.
出处
《统计学与应用》
2020年第2期141-148,共8页
Statistical and Application
