摘要
互联网医疗平台发布的付费健康知识是专业人员分享高质量知识经验、普通用户提升健康素养的重要途径。而产品描述是知识产品化过程的关键环节,影响用户知识付费行为。对健康知识产品描述的文本特征及其影响展开研究,有助于提高知识产品质量和购买量。文章以“好大夫在线”付费阅读产品为例,采用内容分析法对网络采集并筛选后的样本记录从知识产品描述的标题、引言、主题等多个维度进行文本特征提取、编码和测量,并基于统计分析探索其对用户购买量的影响和作用。研究发现:健康知识标题语气对购买量没有显著影响;引言文本可读性与购买量之间呈现“M型”关系,引言呈现方式对购买量有显著影响,通常复合型比单一型具有更高购买量;健康知识主题对购买量没有显著影响,但与引言呈现方式的交互效应显著,引言部分保持适度可读性更能吸引用户购买,可读性值过低或者过高都会降低购买量,病例叙事更能激发用户的付费意愿。
Chargeable health knowledge on online medical platforms is an effective way for professionals to share their high-quality health knowledge and for ordinary users to improve their health literacy.Product description is a key factor in the process of knowledge production,which affects users’knowledge payment behavior.Thus,researches on the textual features of chargeable health knowledge’s product description could help to improve the quality as well as the purchase volume of such health knowledge products.Taking haodf.com as an example,this paper first extracts,encodes and measures the filtered sample health knowledge products,makes a content analysis of their textual features,focusing on the titles,introductions and themes of product description,and then makes a statistical analysis of their influences on the purchase volume.The result shows as follows:The textual features of titles have no significant influence on the purchase volume.There is an M-shaped relationship between the readability of introductions and the purchase volume.Generally,compound introductions would lead to a larger purchase volume than single introductions.The themes have no significant influence on the purchase volume,but have a significant interaction influence on the presentation of introductions.Medium readability of introductions would lead to a larger purchase volume,while too low or too high readability of introductions will reduce the purchase volume.Moreover,case narratives can better stimulate users’willingness to purchase.
作者
张薇薇
朱玲
ZHANG Weiwei;ZHU Ling
出处
《图书馆论坛》
CSSCI
北大核心
2023年第3期129-140,共12页
Library Tribune
基金
国家自然科学基金青年项目“社会学习视角下在线实践社区用户持续贡献、搜寻与重用知识的优化机制研究”(项目编号:71804072)
教育部人文社会科学基金项目“海量信息环境下在线评论的效用优化机制研究”(项目编号:17YJC630168)研究成果。
关键词
知识付费
健康知识
产品描述
购买量
文本特征
knowledge payment
health knowledge
product description
purchase volume
textual feature
