- 學位論文
以社會資本觀點探討知乎知識付費之使用行為與影響因素
A Study on the Influential Factors of Zhihu Pay-for-Knowledge Usage Based on the Social Capital Theory Perspective
摘要
2016年被稱為知識付費元年，網絡知識服務平台相繼推出不同載體、不同領域及面向不同人群的付費內容。其中中文網路問答社區「知乎」所涵蓋的領域最廣、覆蓋載體也最多，更廣邀全球專家加入，至2018年6月已提供15,000個知識服務產品，付費內容生產者超過5,000名，付費用戶人次達600萬。 閱聽眾主動付費獲取知識打破「學習是被動的」觀點，因此目前知識分享相關的研究多集中在探討知識分享之因素，強調自我效能、長期關係與回報。本研究將以知乎知識付費平台為例，採用Nahapiet 與Ghoshal（1998）的社會資本應用於智慧資本創造的理論架構，從結構資本面向、關係資本面向與認知資本面向探討知識付費消費行為之影響因素。 本研究採用問卷調查法，總共取得1,791份有效問卷，皆為知乎平台的使用者，其中曾購買過知識付費者有530人。分析指出，結構資本中的網絡聯結、網絡形構與可調度組織，關係面向的信任、認同、規範與互惠，以及認知面向的共享語言、共享論述與共享願景等十個因素，都顯著影響知乎知識付費之消費行為。其中，又以網絡形構、互惠與共享論述的影響最大。由此得知，社會資本觀點可以解釋與預測知識付費之行為。而性別、年齡、收入與教育程度對不同面向與行為意向及使用行為間的調節效果則指出，從知識付費的社會資本架構，亦可檢視消費者進行知識付費消費行為的人口特質，加深瞭解各族群對知乎知識付費的使用狀況與背後的影響力。 本研究為知識付費領域提供一個從社會資本方面進行實證研究的角度，驗證了知識付費行為為知識分享行為之延伸，具有實踐與理論的承接性。本研究亦為此一新興議題知識付費之先驅研究，補充了相關實證發現。在實務方面，本研究則為知乎平台提供管理建議，相關結果亦可供其他知識付費平台作為規劃與設計之參考。特別是各族群不同消費行為特質之發現，更可為知識付費平台提供具體的行銷管理策略。例如，女性用戶較多的平台，可提供更清晰的規範與良好網絡環境，並運用專業而易懂的語言、及豐富而視覺效果佳的載體，吸引女性使用者。針對年齡較高的用戶，則可提供討論組、筆記分享等交流互動功能，及提供評價、身份介紹與其他專欄等多樣性內容，並提升內容專業性與品質，使較高齡消費者可獲得有形與無形的報償。而針對收入較高者，可提供專業性、多載體及具明確共同目標的內容。對教育程度較低的使用者，則可提供較易參考運用的內容。以上建議將可協助知識付費平台的經營管理者，吸引更多不同背景的使用者。
並列摘要
In 2016, the so-called first-year of knowledge payment, many online knowledge service platforms started to provide various types of paid content for different groups of people. Among them, "Zhihu", a Chinese online Q & A community, provides the widest range and types of content, and invites experts from all over the world to join its platform. By June 2018, it has recruited over 5,000 paid content producers and provided 15,000 knowledge service products for 6 million paid users. Previous studies on knowledge sharing mostly focus on factors of knowledge sharing and emphasize self-efficacy, long-term relationship and return. This study takes Zhihu pay-for-knowledge as an example and uses the concept of social capital from Nahapiet and Ghoshal (1998) which contains structural, relational and cognitive orientation to explore the factors of pay-for-knowledge consumption behavior. This study conducted an online survey and collected a total of 1,791 valid questionnaires, all were users of Zhihu, and among them, 530 people have used Zhihu pay-for-knowledge products. Results show that the ten factors in the structural model, including network connection, network configuration and appropriable organization in structural orientation, trust, identity, norm and reciprocity in relation orientation, sharing language, sharing narratives and sharing vision in cognitive orientation, all positively predict consumption behavior of Zhihu pay-for-knowledge. Among them, network configuration, reciprocity and sharing narratives are the most influential factors. The findings suggest that the social capital perspective adopted in the proposed model can explain and predict users’ consumption of Zhihu pay-for-knowledge. Additionally, gender, age, income and education also moderate the relationships between different factors and the two dimensions of consumption behavior, behavioral intention and use behavior. This study provides an empirical support for interpreting the new phenomenon of pay-for-knowledge consumption from the perspective of social capital theory. This study hence proves itself as an extension of knowledge sharing research in practice and theory. It also provides managerial implications for pay-for-knowledge platforms. Management personnel need to adopt segmentation platform designs for different consumers according to their demographic backgrounds to increase their usage.