摘要
研究在线知识付费节目的顾客体验价值,有助于丰富顾客体验价值理论,有利于在线知识付费平台可持续健康发展。本文根据理论抽样原则,选取"喜马拉雅"平台的18个节目样本,利用爬虫技术抓取用户评价数据,并采用内容分析方法对数据进行分析,以此发掘并构建在线知识付费节目的顾客体验价值维度体系。研究发现:匹配价值、成长价值、心灵价值和互动价值,是顾客在购买与使用在线知识付费节目过程中所获得的新的体验价值;节目的数字化属性与功能带来的便利价值与互动价值反映了顾客获得的独特数字体验;头部知识节目、专业KOL知识节目与长尾知识节目三类节目的顾客体验价值在不同维度上存在明显差异。本文研究结论将为在线知识付费节目提升顾客体验价值提供参考依据。
Studying the customer experience value of online knowledge paid programs is helpful to enrich and expand the theory of customer experience value,and it is conducive to the sustainable and healthy development of online knowledge payment platforms based on customer experience enhancement.Based on the theoretical sampling principle,this paper selects 18 program samples from the"Himalaya"platform,uses crawler technology to capture user review data,and uses content analysis methods to analyze the data to discover and construct the customer experience value dimensions of online knowledge paid programs.The research found that matching value,growth shaping value,spiritual value and interactive value are the new experience value dimensions that customers obtain in the process of purchasing and listening online knowledge paid programs,The convenience value and interactive value brought by the digital attribute and function of the programs reflect the unique digital experience obtained by customers.The customer experience value of:head knowledge programs,professional KOL knowledge programs,and long-tail knowledge programs has obvious differences in different dimensions.The research conclusions of this paper will provide reference for online paid knowledge programs to enhance the value of customer experience.
出处
《价格理论与实践》
北大核心
2021年第6期141-144,共4页
Price:Theory & Practice
基金
国家社会科学基金项目“数字化转型背景下品牌跨界共生机理与路径研究”(19BGL103)
关键词
在线知识付费节目
顾客体验价值
用户评论
内容分析法
online knowledge paid programs
customer experience value
user reviews
content analysis
作者简介
通讯作者:李嫄。
