陈雷雷　林凤　何建佳

摘 要：知识付费下半场，留存和复购问题日益突出，提高用户粘性成为知识付费平台关注的重点。基于用户体验视角，通过结构方程建模，探讨用户体验多个维度与用户粘性之间的关系。实证研究表明：情感体验和游戏化体验与用户粘性之间存在相关性;前期的试用和使用过程中的互动强作用于知识付费产品的用户粘性;线下体验与用户粘性存在较低的相关性;满意度在用户体验和用户粘性当中起到部分中介作用。

关 键 词：知识付费;用戶体验;用户粘性;体验营销;结构方程建模

DOI：10.16315/j.stm.2019.06.010

中图分类号： F 724.6

文献标志码： A

Empirical research on user stickiness of online knowledge paid products：

based on user experience perspective

CHEN Lei-lei， LIN Feng， HE Jian-jia

（Business School，University of Shanghai for Science and Technology，Shanghai 200093，China）

Abstract：In the second half of knowledge payment， retention and repurchase issues have become increasingly prominent， and improving user stickiness has become the focus of knowledge payment platforms. Based on the perspective of user experience， this paper explores the relationship between multiple dimensions of user experience with user stickiness through structural equation modeling. Empirical research shows that there is a correlation between emotional experience and gamification experience with user stickiness. The interaction in the early trial and use process is strongly applied to the users stickiness of knowledge-paid products， and the offline experience is less correlated with user stickiness. Satisfaction plays a partial intermediary role in user experience and user stickiness.

Keywords：knowledge payment; user experience; user stickiness; experience marketing; structural equation modeling

移动互联网的发展带来了各方面的便利，其中包括拓宽了知识传播的渠道。人们通过移动设备获取碎片化的知识，越来越多的用户也愿意为知识埋单，各类知识分享平台层出不穷，衍生出了知识付费产业。自2016年起，知识付费行业依靠消费者、内容提供者与渠道以及技术条件的完备迎来了蓬勃发展。相关资料显示2020年知识付费的市场规模将增长至235亿。但2019年知识付费已出现了复购率降低、完课率降低、使用时长降低的“三低”现象，原因在于。付费内良莠不齐，内容同质化，知识无法形成体系化，付费产品的用户体验较差。服务商开始意识到留存比拉新更重要，同时较高的复购率不仅意味着高转化率，还能极大地节省企业的获客成本，也在一定程度上提高企业的营收。故如何提高用户粘性，是知识付费下半场需要直面的问题。……