在线知识社区中用户付费行为的发展轨迹:基于潜类别增长模型的研究

管理评论 ›› 2023, Vol. 35 ›› Issue (3): 136-147.

在线知识社区中用户付费行为的发展轨迹:基于潜类别增长模型的研究

马玲, 丁枫, 李嘉

华东理工大学商学院, 上海 200237

收稿日期:2021-03-24 出版日期:2023-03-28 发布日期:2023-04-28
作者简介:马玲，华东理工大学商学院
基金资助:
国家自然科学基金项目（72271093）；

The Trajectory of User Payment Behavior in Online Knowledge Communities: A Study Based on Latent Class Growth Model

Ma Ling, Ding Feng, Li Jia

School of Business, East China University of Science and Technology, Shanghai 200237

Received:2021-03-24 Online:2023-03-28 Published:2023-04-28

摘要/Abstract

摘要： 在线知识社区内知识付费产品得以发展的关键因素在于用户付费行为的持续性。但是，用户的付费意愿和付费行为，在与知识产品以及社区交互的过程中会发生改变。因此，了解用户付费行为随时间的动态变化规律至关重要。本研究利用潜类别增长模型对社区内用户的付费行为进行纵向分析，刻画用户付费行为的发展轨迹，并根据发展轨迹的异质性识别社区内存在的用户亚群（谨慎型用户、领先型用户和学习型用户）。研究结果有助于管理者理解付费知识社区中不同亚群用户的角色、行为特征和演化特点，优化管理策略。

关键词: 在线知识社区, 知识付费, 用户亚群, 潜类别增长模型

Abstract: The key factor for the success of paid knowledge community is the persistence of users’ payment behavior. However, users’ pay willingness and pay behavior will change as they interact with the knowledge products and the community. Therefore, it is very important to understand how the users’ payment behavior may change over time. In this study, we use the latent category growth model to analyze the payment behavior of users in the knowledge community, depict the development trajectory of users’ payment behavior, and identify several user subgroups (e.g., cautious users, leading users and learning users) in the community according to the heterogeneity of the development trajectory. The results are helpful for managers to understand the roles, missions and evolutionary characteristics of different subgroups in the paid knowledge community, and optimize management strategies accordingly.

Key words: online knowledge community, knowledge payment, subgroup, latent class growth model

马玲, 丁枫, 李嘉. 在线知识社区中用户付费行为的发展轨迹:基于潜类别增长模型的研究[J]. 管理评论, 2023, 35(3): 136-147.

Ma Ling, Ding Feng, Li Jia. The Trajectory of User Payment Behavior in Online Knowledge Communities: A Study Based on Latent Class Growth Model[J]. Management Review, 2023, 35(3): 136-147.

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