Study On The Incentive Mechanism Of Internet Knowledge Payment And Its Influencing Factors

In China,knowledge payment has developed from knowledge sharing,effectively realized content realization,and brought great benefits to knowledge providers and knowledge payment platforms.The knowledge payment market has formed many business models around the knowledge providers and consumers.However,after the new trend,the development of knowledge payment inevitably has some limitations,such as serious homogenization of knowledge products and low consumer repurchase rate.This shows that the influence factor of knowledge payment is not only economic reward.A number of market phenomena show that community has an important influence on the payment for knowledge.Therefore,in order to solve the problem of sustainable development of knowledge payment platform,this paper studies the incentive effect of knowledge community on knowledge providers and conducts empirical tests.Firstly,this paper puts forward the important concept of "community centrality" according to the central position and core status of knowledge providers in online communities,and measures the community centrality of knowledge providers by the two elements of "community interaction" and "community contribution" according to the behavior characteristics of knowledge providers.Then it introduces the development background of Internet community centrality and points out the community as a key knowledge payment environment.Secondly,this paper summarizes the application of incentive theory in the design of incentive mechanism of network community.Based on the theory of social influence,this paper deeply discusses the incentive effect of community centrality on the behavior of knowledge providers and proposes three main hypotheses: community centrality of knowledge providers has a positive impact on their behavior of knowledge supply;Compared with economic reward,the community centrality of knowledge providers has more obvious influence on their knowledge offering behavior.There is substitution effect between community centrality and economic reward of knowledge providers.The weaker the centrality of community,the greater the influence of economic reward on the behavior of knowledge providers.Finally,this paper uses Python software to excavate the product data and relevant provider data of zhihu live,constructs a multiple regression model based on the theoretical analysis in chapter 3,USES Stata software to measure variables and verify main hypotheses,and then tests the robustness of the model from two aspects of sample selection and variable setting.The results show that compared with economic reward,community centrality has a more significant positive effect on the behavior of knowledge providers.The substitution effect between social interaction and economic reward only exists on the continuous behavior of knowledge providers.The substitution effect between community contribution and economic reward is significant in the continuous behavior,relationship behavior and content of knowledge providers.Based on this,two conclusions are drawn in this paper: first,different from the traditional community,which is based on "things",the knowledge-paying community is a "people"-centered trading network.Second,unlike the "price-determined supply" in traditional knowledge sales,the knowledge payment in the Internet environment is more "socially-driven".