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订阅型在线知识付费产品用户体验价值的层级路径研究 被引量:2

Exploring the Hierarchical Path of Consumers'Experiential Value of Subscription based Online Paid Knowledge Products
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摘要 全民求知热潮下,“付费订阅”模式占据在线知识付费市场主流地位的同时,又面临着用户完课率、复购率下降,市场口碑持续走低的窘境。本研究采用构念积储格技术(RGT)对订阅型在线知识付费产品用户进行深入访谈,通过访谈数据的内容分析,厘清该产品消费情境下用户体验价值的构成及其基于“属性-利益-目标”MEC层级结构的价值达成路径。研究发现:订阅型在线知识付费产品的用户体验价值体系由6个一级价值维度与15个二级价值维度构成;沿“知识生产者能力、产品形式设计等分属知识生产方、平台方及双方的5个价值‘属性’→获取知识、场景便利等13个价值‘利益’→自我实现与三观塑造2个价值‘目标’”的路径共有19条,其中指向自我实现与娱乐价值的路径提及频次最高;爱好与娱乐、爱好与解决现实问题、自我实现分别是休闲、通勤、专注三个收听/收视场景中用户追求的主要价值,其实现路径亦存在显著差异。 “Did you gain knowledge today?”It has become the epitome of the craze for pursuing knowledge.With the support of 5G technology and smart devices,the paid subscription model will continue to dominate the online knowledge payment market.However,in recent years,as subscription-based online paid knowledge products have involved more and more fields and content distribution scenes have become more and more diversified,the rate of users'completion of courses and re-purchase rate declined,and the market reputation also continued to decline.It is necessary to investigate the hierarchical framework of consumers’experiential value for consuming subscription-based online paid knowledge products,and to generate the different value path under multiple scenarios.The implications are drawn for the online knowledge payment platform to deliver diverse products to the target market.Adopting the Repertory Grid Technique(RGT),a set of interview data concerning the subscription-based online paid knowledge products was collected.Then through content analysis,the consumers’experiential value dimension system was constructed,and consumers’experiential value realization path based on the means-end chain(MEC)hierarchical structure of"attribute-benefit-objective"was elicited.First,the consum⁃ers’experiential value dimension system of subscription-based online paid knowledge products can be divided into 6 primary and 15 secondary dimensions.Second,according to the MEC,5 attributes such as the knowledge producer ability,product form design and so on belonged to knowledge producer or platform or both parties were classified into the attribute layer,13 values such as acquiring knowledge,scene convenience and so on were classified into the benefit layer,and self-realization value and three-view shaping value were classified into the objective layer.There were 19 paths from attributes to objective value,among which paths to selfactualization value and entertainment value were mentioned most frequently.Third,hobbies and entertain⁃ment,hobbies and practical problems solving,and self-realization are the main values pursued by users in three scenes:leisure,commuting,and concentration.Their realization paths were also significantly different.This study further enriched and expanded the research of consumers’experiential value theory.In the consumers’experiential value dimension system,a new dimension of self-realization value emerged,the con⁃notation boundary of interaction value was broadened,and efficiency value was endowed with a new connotation in the digital economy.Besides,the consumers’experiential value hierarchical realization path,especially in diverse scenarios was constructed in this study.On the one hand,it broke through the limitations of previous overall research on product attributes by dividing them into attributes of the producer,the platform,and the common of both parties.On the other hand,it deepened the understanding of the diverse consumption scene of knowledge products from a more detailed perspective.
作者 王雪莲 李嫄 高凯凯 郭子秀 Wang Xuelian;Li Yuan;Gao Kaikai;Guo Zixiu(School of Economics and Management,Hebei University of Technology,Tianjin 300401,China;School of Information Systems and Technology Management,The University of New South Wales,Sydney 2052,Australia)
出处 《中国管理科学》 CSSCI CSCD 北大核心 2024年第5期315-324,共10页 Chinese Journal of Management Science
基金 国家社会科学基金项目(19BGL103)。
关键词 订阅型在线知识付费产品 用户体验价值 价值层级路径 构念积储格访谈技术(RGT) 手段目的链(MEC) subscription-based online paid knowledge products consumers’experiential value hierarchical value path the repertory grid technique(RGT) the means-end chain(MEC)theoretical lens
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