A Study On The Profit Model Of Paid Questions And Answers In Cognitive Surplus

In the era of rapid development of knowledge economy,the emergence and development of paid questions and answers created a new model of "knowledge economy" in the new media era.Relying on the large flow basis,a large user basis and a good economic foundation,the development of Weibo is one of the typical representatives.Under the circumstance of people's cognitive surplus,they are more willing to share their surplus time and knowledge on the social networking platform,thus forming a mode of Weibo paid questions and answers for profit.Professor Clay Shirky argues that people who have the time and time to be freely assigned,and those who have received basic education have a strong desire to share their social platforms after having acquired a wealth of knowledge,and then will have a social effect can not be ignored.Combining with such social background,this dissertation takes Weibo's paid questions and answers as the research object,based on Adrian Slywotzky's profit model theory,from four points of profit point,profit source,profit lever and profit barrier.Explore the pay-as-you-go profit model.The research model of this paper is based on Weibo paid questions and answers platform as the research subject,the research target is the answerer and the user,the answerer is involved in the payment of questions and answers under the promotion of factors of knowledge and time surplus;while the user is in a pan-entertainment social environment As well as peep psychology to spend money involved in the question and answer.The research model is based on the knowledge-based payment: the answerer gets the benefit by providing the knowledge content to the platform;the user obtains the right to use the knowledge by purchasing the needed knowledge content.In the profit model,weibo set different fees for different clients.This profit model is different from other paid questions and answers platforms.The particularity of the research object is an important dependent variable in this article.To sum up,all the research on the pay-as-you-go profit model shows that its profit model is the profit point with knowledge and entertainment as its core,the profit source mainly with Weibo celebrities and users,Profit leverage and profit margins based on Sina platform,combined with the background of the era of cognitive earnings,the social environment of pan-entertainment,the role of micro-blogging opinion leaders,and the psychology of audiences.Efforts to explore the new question and answer platform,Weibo paid questions and answers profit model and its development problems,and its future development of the road to make recommendations.Based on the relevant questionnaires and data analysis,the conclusions are as follows: Firstly,under the premise of a total sample size of 596 and a total sample of 277 paid questions and answers.Firstly,I found that in the use of paid questions and answers,The vast majority of users are on the premise of their own cognitive earnings quiz on the sidelines or participate in them.Secondly,I would like to assume that all respondents pay questions and answers in such an environment.Most users use paid questions and answers under the influence of the pan-entertainment social environment.Thirdly,when I designed the questionnaire,I asked the question: "How do you use paid questions and answers?" And found that more than half of the users started or were using paid paid questions and answers because of some Weibo recommendations.Therefore,the celebrities opinion play a very significant role.Fourthly,the author designed the topic: "about the star's private life to satisfy his own curiosity",found that about half of the paid question and answer users completely agree with themselves because they are curious to peep at the celebrities of concern of the mind to use;and only a very small number of users do not agree or disagree with their own peep psychology is the main factor in the use of paid questions and answers.Through all of the above analysis,the author finds that there are some problems in the profit model of paid question and answer: Firstly,the profit points of the paid questions and answers are not evenly distributed;the autonomy of the answerer is too strong and the pricing is relatively arbitrary.Secondly,The ordinary users as the main source of profit participation is not high,which may result in paid questions and answers can not make a sustained and stable profit;Thirdly,paid questions and answers revenue positioning a single,and not very clear profit lever,leading to revenue.Fourthly,there is still a lack of a corresponding profit barrier,resulting in the fact that paid questions and answers is still in an embarrassing position that "can not be followed".In view of the existing problems,the author also made the following suggestions on the development of the future paid questions and answers mode.Firstly,we should make every effort to tap the elites,and create differentiated profit points,and establish differentiated brand awareness;Secondly,efforts to form a stable source of news to attract more sources of profit,to provide users with sustained and stable news is the most basic driving force for the development of Sina Weibo,also to ensure the retention rate of users;thirdly,improve product content quality,in order to leveraging the maximum profit lever,"content is king," the era of demand is paid quiz in the development process most need to comply with the guidelines;Fourth,efforts to establish a strong profit barriers and strengthen awareness of the original product protection is paid questions and answers in the future development of tireless pursuit.