Exploring the Hierarchical Path of Consumers'Experiential Value of Subscription based Online Paid Knowledge Products
"Did you gain knowledge today?"It has become the epitome of the craze for pursuing knowledge.With the support of 5G technology and smart devices,the paid subscription model will continue to dominate the online knowledge payment market.However,in recent years,as subscription-based online paid knowledge products have involved more and more fields and content distribution scenes have become more and more diversified,the rate of users'completion of courses and re-purchase rate declined,and the market reputation also continued to decline.It is necessary to investigate the hierarchical framework of consumers'experiential value for consuming subscription-based online paid knowledge products,and to generate the different value path under multiple scenarios.The implications are drawn for the online knowledge payment platform to deliver diverse products to the target market.Adopting the Repertory Grid Technique(RGT),a set of interview data concerning the subscription-based online paid knowledge products was collected.Then through content analysis,the consumers'experiential value dimension system was constructed,and consumers'experiential value realization path based on the means-end chain(MEC)hierarchical structure of"attribute-benefit-objective"was elicited.First,the consum-ers'experiential value dimension system of subscription-based online paid knowledge products can be divided into 6 primary and 15 secondary dimensions.Second,according to the MEC,5 attributes such as the knowledge producer ability,product form design and so on belonged to knowledge producer or platform or both parties were classified into the attribute layer,13 values such as acquiring knowledge,scene convenience and so on were classified into the benefit layer,and self-realization value and three-view shaping value were classified into the objective layer.There were 19 paths from attributes to objective value,among which paths to self-actualization value and entertainment value were mentioned most frequently.Third,hobbies and entertain-ment,hobbies and practical problems solving,and self-realization are the main values pursued by users in three scenes:leisure,commuting,and concentration.Their realization paths were also significantly different.This study further enriched and expanded the research of consumers'experiential value theory.In the consumers'experiential value dimension system,a new dimension of self-realization value emerged,the con-notation boundary of interaction value was broadened,and efficiency value was endowed with a new connotation in the digital economy.Besides,the consumers'experiential value hierarchical realization path,especially in diverse scenarios was constructed in this study.On the one hand,it broke through the limitations of previous overall research on product attributes by dividing them into attributes of the producer,the platform,and the common of both parties.On the other hand,it deepened the understanding of the diverse consumption scene of knowledge products from a more detailed perspective.
NETL
NSTL
万方数据
