| The business model of online platform is in the ever-changing stage.From the perspective of whether to pay or not,free model is their main business model at its beginning.In these years,with the gradual improvement of intellectual property laws and the people's growing awareness of copyright,more and more online platform is trying to transform to paid-for business model.In this scenario,user participate in value creation in the paid-for way.Social Question&Answer(SQA)platform is a kind of Internet information platform.It is a hot spot in academia as it is an important channel for people to acquire knowledge and search for information.At present,the research on SQA platform has yielded fruitful results.However,there is little research on its business model transformation to paid-for model.Besides,the research results which is based on traditional free SQA can not explain the questions that emerge from paid-for model.Therefore,this research investigates the paid-for business model transformation in SQA platform industry from the perspective of value co-creation.Firstly,SQA related research and value co-creation related research were reviewed and combed.Theoretical gap was raised based on the literature review.The research plan is designed to investigate why users are willing to pay in paid-for SQA and what lessons can be drawn in its business model transformation.The qualitative data from interviews were processed through thematic analysis and the selected typical SQA platform were analyzed and compared.Through analysis,paid-for SQA is confirmed to be different from traditional free SQA.Accordingly,the model of user's roles relationship,the model of user's motivation for their participation and the model of value co-creation in SQA were proposed.The process of deepening in value co-creation of SQA was discussed.These theoretical models describe the evolution of SQA and answer the research questions.At last,research conclusion was drawn and questions deserves future research were pointed. |
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