Research On The Influence Of Speaker's And Consumer's Characteristics On Online Paid Seminar Purchasing

With the development of the mobile Internet,the large-scale market under the demographic dividend has been divided up by major companies.A series of information services products with higher technology and market-oriented segmentation have gradually becoming a trend.From the perspective of the user characteristics of the presenter and the consumer,the research on online paid seminar will not only enrich the existing theoretical achievements in the field of online learning,but also provide some inspiration and assistance for the industry to further improve online learning products.Through the review of related studies in online learning,online content purchase and consumer characteristics,we find that online learning as a basic service provided by the Internet has developed over a long period of time,academic research results are also relatively abundant.However,we find that most of the research is for free online learning products,and they are studied in terms of technical optimization,user adoption,and willingness to use.Research on paid e-learning products is relatively scarce,and there are few studies on the characteristics of user behavior.Therefore,based on the social capital theory,social identity theory,and customer perceived value theory,this paper tries to analyze the impact of speaker's characteristics and consumer's characteristics on the purchase of online paid lectures.We selected the typical representative of the online paid seminar-zhihu live as the object of study,using Python language to write a crawler script to obtain the actual behavior data of the presenter and the consumer.We analyzed the by correlation analysis,multicollinearity test,and negative binomial regression analysis.The empirical findings are as follows,in terms of the characteristics of the presenter,consumers will be significantly positively impacted by the number of lives the presenter purchased,number of fans,number of responses,and certification of outstanding community respondents,and will be significantly negatively impacted by the number of lives held by the presenter;in terms of the characteristics of the consumers,the number of questions from consumers,number of fans,the number of consumers concerned and the number of concerned issues have a significant positive impact on their purchases of lives,the number of responses from consumers and the number of consumers' attention topics significantly negatively affects their purchases of live;Based on the research findings,this study also proposes a series of targeted recommendations on how to further improve the user experience of online payment seminars.For example,the platform should explore cognitive surpluses,adopt various measures to develop more knowledge producers and contributors,the platform should optimize the evaluation mechanism to improve the quality of content and ensure the long-term stable development of the platform;a medal system is also necessary to encourage the stable output of knowledge producers;the platform should improve pre-sale services,optimize course systems,and achieve effective match between presenters and consumers;The platform should focus on subdivided areas,introduce a subscription mechanism,and improve the profit model.The contribution of this paper lies in the combination of social capital theory,social identity theory and customer perceived value theory,selecting suitable speaker characteristics and consumer characteristics to conduct research on the impact of online payment lecture purchases,and obtaining some more valuable conclusions.Some suggestions were made in a targeted manner.This article is an effective supplement to the current research status of paid online learning products that are currently concerned by the academic community,and also enriches the research results of users purchasing online learning products.