基于WebQual4.0和Kano模型的消费知识付费产品质量满意度研究——以喜马拉雅 APP 为例

• 作者： 李明月 ¹ 魏玉馨 ¹ 李豆 ¹ 张颜俊熙 ¹ 李琳琳 ¹
• 作者单位：
  1.  南京工程学院经济与管理学院
• 发布时间：2024-09-26

摘要: 本文以WebQual4.0和Kano模型为理论框架，深入研究消费者对喜马拉雅知识付费产品质量的满意度，旨在深入了解在知识付费市场中消费者如何看待和评价喜马拉雅知识付费产品以及如何提高其满意度。首先，对知识付费市场的现状和消费者行为进行了全面分析。通过对消费者使用知识付费产品的意愿和行为特征进行深入调查，能够了解其在知识付费市场中的需求和期望。此外，本文还关注了消费者对喜马拉雅知识付费产品的认知和评价，以获取更全面的信息，这一初步的分析为后续研究提供了有力的基础。其次，文章运用WebQual4.0评价体系对消费者在使用喜马拉雅知识付费产品时的满意度进行系统评估。通过考察网站的可用性、信息质量、服务互动等方面，能够客观地评估消费者体验，进而得出关于满意度的结论，目的是更深入地理解消费者在实际使用中的感受和期望。随后，文章引入Kano模型，对影响消费者满意度的因素进行深入剖析。本文认为，通过分析消费者对不同因素的期望和实际感受，识别出关键的满意度驱动因素，为制定后续的提升策略奠定了基础，进而能够有针对性地改进喜马拉雅知识付费产品的质量。最后，根据实证研究结果，文章提出了一系列喜马拉雅知识付费产品质量提高的策略，包括优化网站体验、提高信息质量、加强用户互动等方面的具体建议，旨在满足消费者的期望，提高其满意度。同时，本文对未来发展进行了展望，强调了在不断变化的知识付费市场中持续创新和提升用户体验的重要性。

Abstract: This study employs WebQual 4.0 and the Kano model to analyze consumer satisfaction with the quality of paid knowledge products on the Himalaya APP. The aim is to understand consumer perceptions and evaluations of Himalaya’s knowledge payment products and identify ways to enhance their satisfaction. Initially, a comprehensive analysis of the current state of the knowledge payment market and consumer behavior was conducted. By investigating consumer willingness and behavioral characteristics in using paid knowledge products, the study reveals their needs and expectations in this market. Furthermore, the research focuses on consumer perceptions and evaluations of Himalaya’s products to gather more comprehensive insights, providing a solid foundation for subsequent analysis. The WebQual 4.0 evaluation system was used to systematically assess consumer satisfaction with Himalaya’s paid knowledge products by examining website usability, information quality, and service interaction. This approach allows for an objective evaluation of consumer experience and conclusions regarding satisfaction, aiming for a deeper understanding of consumer feelings and expectations in actual use. Next, the study introduces the Kano model to analyze factors influencing consumer satisfaction, identifying key drivers by examining consumer expectations and actual experiences with different factors. This analysis lays the groundwork for targeted improvement strategies, aiming to enhance the quality of Himalaya’s knowledge payment products. Based on empirical research results, the study proposes a series of strategies to improve the quality of Himalaya’s products, including optimizing website experience, enhancing information quality, and strengthening user interaction. These suggestions are designed to meet consumer expectations and increase satisfaction. Additionally, the study offers
insights into future developments, emphasizing the importance of continuous innovation and improving user experience in the evolving knowledge payment market.

• 分类： 工商管理学 >> 企业管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第10期
• 引用： PSSXiv:202409.02118 (或此版本 PSSXiv:202409.02118V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.10.081
  CSTR:32012.36.PSSXiv.202409.02118
• 推荐引用方式： 李明月,魏玉馨,李豆,张颜俊熙,李琳琳.基于WebQual4.0和Kano模型的消费知识付费产品质量满意度研究——以喜马拉雅 APP 为例.中国商论,2024(10).[DOI:10.19699/j.cnki.issn2096-0298.2024.10.081] (点此复制)