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基于语音互动的付费知识问答社区运营模式初探——以分答和值乎为例

A Preliminary Study on the Operation Mode of the Paid Knowledge Q&A Community Based on the Voice Chat:Taking Fenda and Zhihu as Cases

【作者】 刘周颖赵宇翔

【机构】 南京理工大学经济管理学院

【摘要】 随着人们对知识付费态度的转变,知识问答社区也在不断探索新的商业模式,实现知识的变现。文章旨在对以分答和值乎为代表的新一代知识问答社区的运营模式进行探索。文章基于媒体多样性理论、媒体同步性理论、社会临场感理论、资源观理论和共享经济理念提出新一代知识问答区别于以往知识问答社区的不同之处,即有声的知识问答形式与付费的知识交易模式。随后,文章利用用户体验要素模型对分答和值乎从五个层面(战略层、范围层、结构层、框架层和表现层)进行比较分析。研究发现,新一代知识问答社区在一定程度上提升了用户问答过程的体验并且将人们的认知盈余进行有效变现。最后文章指出现有运营模式存在的不足并提出相应的改进建议。

【Abstract】 With the change of people’s attitude towards knowledge, the knowledge Q&A community is exploring new business models to realize the full value of knowledge. The purpose of this paper aims to investigate the operation model of the new generation of Q&A community, which is represented by the Fenda and Zhihu. Based on the media richness theory, media synchronicity theory, social presence theory, resource-based view and sharing economy, this paper puts forward some characteristics of the new generation of knowledge Q&A communities that are different from the previous Q&A communities, namely the voice form of Q&A and the reward mode of knowledge transaction. Then,based on user experience framework, this paper analyzes and compares Fenda and Zhihu from five perspectives, i.e.,strategic layer, scope layer, structural layer, framework layer and presentation layer. To a certain extent, the new generation of knowledge Q&A community enhances the users’ experience during Q&A process and effectively realizes people’s cognitive surplus. Finally, the authors point out several shortcomings of the two products and yield some corresponding suggestions for future improvement.

【关键词】 语音互动; 知识付费; 知识问答社区; 运营模式; 共享经济;

【Key words】 voice chat; knowledge payment; knowledge Q&A community; operation mode; sharing economy;

【基金】 国家社科基金重大项目“面向知识创新服务的数据科学理论与方法研究”(项目编号:16ZAD224);国家自然科学基金项目“基于行动者网络框架的众包模式设计与管理研究”(项目编号:71403119)研究成果之一

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