在线知识付费平台推荐意愿的影响因素研究

Research on the Influencing Factors of Recommendation Willingness on Online Knowledge Payment Platforms

摘要: 针对用户推荐在线知识付费平台意愿的影响因素展开研究，从而提升平台的满意度和口碑影响力，从而促进其商业化运营。通过问卷调查获取相关数据，将是否愿意向人推荐在线知识付费产品作为因变量，以调查者的基本情况、使用、付费、需求和评价等五大指标作为特征变量，建立起在线知识付费推荐的二分类模型。使用准确率和AUC值比较模型合理性并选出最优模型，通过该模型的重要性得分排序确定了四类影响因素。根据影响因素指导平台通过优化用户个人服务特点、提升产品质量稳定价格体系以及建设平台了解信任体系等三个方式，采取更为完善的运营措施以提升用户在线知识付费率以及推荐率，实现在线知识付费平台长久发展。

Abstract: Conduct research on the influencing factors of user willingness to recommend online knowledge payment platforms, in order to improve platform satisfaction and word-of-mouth influence, and promote their commercial operation. By conducting a questionnaire survey to obtain relevant data, the willingness to recommend online knowledge payment products to others is taken as the de-pendent variable, and the five major indicators of the investigator's basic situation, usage, payment, demand, and evaluation are used as characteristic variables to establish a binary model of online knowledge payment recommendation. Using accuracy and AUC values to compare the rationality of the model and select the optimal model, four types of influencing factors were determined by rank-ing the importance scores of the model. Based on the influencing factors, the platform is guided to adopt more comprehensive operational measures by optimizing the personal service characteris-tics of users, improving product quality and stable price system, and building a platform under-standing and trust system, in order to improve the online knowledge payment rate and recom-mendation rate of users and achieve long-term development of online knowledge payment plat-forms.