The Study Of Paid Voice Question-and-answer Operation

2016 was the first year of knowledge payment.After the emergence of the audiovisual quiz form with audio media,voice question-and-answer was recognized by the market and users,which changed the difficult problem of the online Q&A community and receives dissemination of academic attention.On the basis of combing the concept,the reasons of the development and the development status of paid voice Q&A APP.Through the horizontal comparative study of various kinds of Q&A APP,the paper concludes the differences in the dissemination mechanism between various platforms and products and the competitive advantage of Zhihu Live.After comparing the obvious competitive advantage of Zhihu Live,the author using the method of empirical research to do quantitative analysis.The research sample selects the Lives of “30-day hot” category under “Top Picks” in the navigation bar of Zhihu Live.Audience users,as the majority of the bottom of the pyramid,are the cornerstones for the development of Zhihu Live.These audience users could provide reference and guide for future operations.Based on the hypothesis,the study sampled data from the sample data and selected a total of 135 eligible research samples,followed by a coding and reliability test.Through descriptive statistical analysis,non-parametric test,related analysis and multiple linear correlation analysis try to explore the users' purchasing preferences,the influencing factors of the users' purchase decision and the influencing factors of users satisfaction.Combined empirical analysis with the method of observation,the author summed up five issues in the operation of paid voice Q&A: the quality of the content is uneven and the audit supervision is lax;lacking the operation of the core users and the penalty mechanism needs to be improved;product features can not satisfy users needs;the parent platform loss core users,and the users are less active;maintaining the copyright of voice knowledge is difficult.The author puts forward specific countermeasures for the problems explained.Firstly,paying more attention to the content and at the same time strictly check off the qualifications.Secondly,paying close attention to the core users,and also try to develop the potential core users.Thirdly,improving product search function and timely communication and feedback channels.Fourthly,establishing a reasonable pricing mechanism and promotional tools to promote users activity,and actively seeking a third-party sponsorship.At last,helping users rely on the power of the platform to protect their rights.In the end,the author proceeds from mobile payment technology,new advertising profit model,the leader of Q&A industry and the future demographic dividend to predict the future development prospects.As an exploratory study,this study could be used as an attempt and a start to the study of paid voice Q&A operations.