Research On The Influencing Factors Of Sales Of Paid Viewership On Paid Q&A Platform

Knowledge sharing economy subverts the way people acquire knowledge.With the gradual establishment and improvement of online payment system,the improvement of copyright protection system and the formation of users’ habit of paying for knowledge,online paid q&A shows great development potential.How to promote the innovation of paid question answering and maintain the sustainable development of paid question answering has become the common concern of paid question answering platforms and scholars.Paid visitors are allowed to receive answers for a relatively low fixed fee,while the moderator and the questioner share the revenue paid by the visitors.The existence of audit mechanism is beneficial to promote the participation of all kinds of users,enhance the competitiveness of the platform and maintain the sustainable development of the platform.Therefore,the audit mechanism has gradually become a research focus,and some achievements have been made in the relevant researches on the influencing factors of user payment behavior.However,in the paid Q&A with text as the main form,there are few in-depth studies on the text characteristics of the question.In this context,it is helpful to solve the sales problem of paid Q&A products and provide enlightenment for the sustainable development of paid Q&A to explore the factors influencing the sales of paid Q&A products.This study firstly reviews the classical literature in the field of paid q&A and reviews the existing literature.On this basis,combined with the elaboration likelihood model and signal theory,the conceptual model of influencing factors of the sales of paid viewships is constructed based on the two approaches of answer characteristics and question content characteristics.Secondly,a web crawler was launched to obtain second-hand data of paid Q&A from Zhihu,leaving 54007 valid data after data cleaning.For the main variables of problem content characteristics,such as readability and emotional orientation,readability was calculated by natural language processing libraries(LTP and Jieba)and auxiliary libraries(PANDAS and RE)combined with readability formulas,and emotional orientation was calculated by Paddle NLP.After variable calculation and processing,a total of nine independent variables were generated and entered into the model.Stata16 was used to fit the data with the method of negative binomial regression.The main effect of the influencing factors of the sales of paid viewships was further analyzed,and the moderating effect of pictures on readability and emotional tendency was discussed.1.In terms of central path,affective orientation significantly inhibited audit sales,and there was an inverted U-shaped relationship between readability and sales of paid viewship.2.In the edge path,respondents’ reputation significantly promoted sales of paid viewship,while the number of consultation and authenticity of respondents had no significant effect on audit sales.Social recognition,timeliness and social feedback among the control variables significantly promote audit sales,which is consistent with previous studies.3.Among the moderating effects,question price significantly positively moderated the relationship between the number of inquiries respondents’ reputation emotional tendency and readability and sales of paid viewship,while there was no significant moderating effect on the relationship between respondents’ authenticity and sales of paid viewship.Finally,this study summarizes the main research contents and conclusions,and according to the conclusions,puts forward management suggestions from the aspects of platform guided questioner question editing,answer master pricing and platform function design,so as to promote the scientific management of paid q&A platform.The limitations of the research are summarized and the future research prospects are put forward.