【作者】 刘硕；

【导师】 楼旭东；

【作者基本信息】 大连理工大学 ， 新闻与传播（专业学位）， 2020， 硕士

【摘要】 在信息量冗余而人们注意力稀缺的互联网时代,精品内容、精准化知识的价值就愈发凸显,如何在冗杂的信息中高效的获取最精准有用的信息成为人们新的痛点。为了降低时间和精力成本,越来越多的人倾向于通过付费的方式以获得更为专业、权威和有效的内容,在这种背景下,知识付费随之成为一种新兴的信息交互方式。2016年被业界视为“知识付费元年”,“得到”等付费平台的涌现率先引领了知识付费行业发展的浪潮。技术的进步和政策的支持大大降低了信息交换的成本,知识付费的风口使受众个性化需求得到极大程度的满足,但究竟“数字鸿沟”问题是否也存在于知识付费平台的使用中值得深入探究。“数字鸿沟”现如今已不仅仅是一种技术问题,更是一种广泛存在的社会问题。本研究运用“数字鸿沟”和感知价值等理论,首先针对大学生对具有代表性的知识付费平台“得到”APP的使用行为进行了实证研究,通过问卷调查和深度访谈等方法对大学生用户的使用动因、态度感知和影响因素进行量化研究;在此基础之上,以研究使用行为的影响因素为前提,发现大学生对“得到”APP的使用行为和使用能力等方面存在着差异性,而使用行为和能力的差异进一步导致了大学生在知识付费平台使用中“数字鸿沟”问题的产生;然后本研究针对大学生对“得到”APP的使用中所存在的“数字鸿沟”问题依次从“接入沟”、“使用沟”和“学习能力和学习质量沟”三个层面进行了剖析以探究造成此类“数字鸿沟”问题的原因;文章最后根据对此类“数字鸿沟”问题原因分析的结果,为如何缩小和弥合大学生之间此类“数字鸿沟”问题提出了相应的对策与建议。更多还原

【Abstract】 In the age of the Internet,with its overload of information and scarcity of people’s attention,the value of high-quality content and precise knowledge becomes more and more prominent,it has become a new pain point that how to obtain the most accurate and effective information among the redundant information efficiently.In order to save time,more and more people tend to filter effective information by spending some money to obtain more professional and authoritative content.Under this background,knowledge payment has subsequently become a new information interaction model.The year of 2016 is called "the first year of knowledge payment",the establishment and development of platforms such as "Dedao" led the trend of knowledge payment..Technological advances and policy support have greatly reduced the cost of information exchange,and the knowledge payout has greatly satisfied the personalized needs of the audience,but whether the "Digital Divide" also exists in the use of knowledge-paying platforms is worth exploring.This study uses the theories such as "Digital Divide" and perceived value to conduct empirical research on college students’ use behavior of the representative knowledge payment platform "Dedao" APP,through questionnaire surveys and in-depth interviews to study the motivation,attitude perception of college students and influencing factors.It is found that college students have "Digital Divide" in the use of "Dedao" APP,and then from the three dimensions of "access gap","use gap" and "learning ability and learning quality gap" for the existing problems The analysis was carried out,and finally the results were still analyzed,and countermeasures and suggestions were put forward on how to narrow and bridge this kind of "digital divide".更多还原