摘要
新媒体的发展催生了新的移动场景,音频知识付费产品应运而生,声音作为媒介传播方式的重要性被重新凸显。然而,鲜有研究系统深入地考察声音传播对用户信息处理和消费决策的影响。本文以音频知识付费产品为研究对象,借鉴启发系统信息双重加工模型,引入感知内容质量作为中介变量和免费观作为调节变量,探索用户对主讲人声音吸引力的判断对自身后续付费意愿的影响及其发生机理。问卷数据分析结果表明,声音吸引力显著正向影响用户付费意愿,且有调节的中介模型成立。当用户免费观较低时,感知内容质量在声音吸引力和付费意愿之间扮演部分中介角色;当用户免费观较高时,声音吸引力通过感知内容质量的完全中介效应影响付费意愿。
In the context of rapidly developing paid knowledge payment market,this study aims to add to the discussion on users’willingnmess to pay for online knowledge audios knowledge.Specifically,this study examines the role of voccalie attractiveness as a communication medium on users’information processing and consumption decisionmaking of online audio knowledge audios.Drawing upon heuristic systematic model,the present study developed a moderated-mediation model to better understand the impact of speakers’vocal attractiveness on users’willingness to pay and the underlying mechanism.An online survey approach was conductused to collect data.The findings provided support for the research model.Users’willingness to pay was found to be influenced by speaker’s vocal attractiveness through their perception of content quality as the mediator.Specifically,among the users with high free mentality,users’perception of content quality fully mediates the relationship between speaker’s vocal attractiveness and users’willingness to pay,whereas among those with low free mentality,it plays a partial mediation role between those two variables.
出处
《新闻大学》
CSSCI
北大核心
2020年第12期49-60,120,共13页
Journalism Research
基金
中国质量发展研究院项目“在线知识付费平台的用户感知质量及其提升策略研究”(2018CIQ001)。
关键词
声音传播
知识付费
移动音频
启发系统模型
vocal communication
knowledge payment
online audio knowledge audio
heuristic systematic model
