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TikTok, as a leading short video platform, has attracted many users, and the resulting attention generates immense business value as a platform to diffuse knowledge. As a qualitative and explorative approach, this study reviews the knowledge payment industry and discusses the influential factors of users’ payment decisions regarding knowledge products on TikTok. By conducting in-depth interviews with ten participants and observing 95 knowledge providers’ videos, we find that TikTok has significant business potential in the knowledge payment industry. By using the ATLAS. ti software to code the data collected from these interviews, this study finds that demander characteristics (personal needs), product characteristics (product quality), provider characteristics (the key opinion leader effect), and platform characteristics (platform management) are the four core categories that influence users’ payment decisions regarding knowledge products on TikTok. A theoretical model consisting of the ten variables of emotional needs, professional needs, quality, price, helpfulness, value, charisma, user trust, service guarantee, and scarcity is proposed based on the grounded theory. The theoretical and practical implications of the study findings are also discussed.

This paper attempts to analyze factors influencing the choice of the degree of the variability of payments in acquiring knowledge from foreign firms through strategic alliances. Hypotheses regarding such relationships are established and statistically tested over data from a questionnaire survey of U.S. firms. The findings show that the higher degree of the sophistication of the knowledge to be transferred, the higher portion of unregistered knowledge in the total knowledge, and the lower level of the knowledge recipient’s trust in the supplier had a positive effect on the level of the payment variability.

研究目的: 本文旨在研究知识付费时代新派书院的运营策略, 以期能为新派书院拓展知识付费业务提供一些参考。研究方法: 文章将体验价值理论与ECM-ISC相融合, 构建新派书院知识付费平台用户持续使用意愿模型, 并对其进行实证分析, 探索其需求客户对其“持续性”的作用机制, 以期为新派书院开展知识付费服务进行更好的优化和提升。研究内容: 知识付费用户对新内容的兴趣降低, 复购率下降, 导致了知识付费领域内整体的收入下滑, 而新派书院在知识分享领域的2020“复苏期”切入知识付费赛道, 必然也遇到一些发展挑战和机遇, 为此, 探讨知识付费影响机制及运营策略具有现实意义。结论及建议: 新派书院知识付费服务要结合社群用户为中心的营销模式展开运营, 为了更好推进新派书院运营策略的达成, 提出一些建议。一是品牌建设阶段持续输出优质自媒体内容, 二是社群建立阶段付费会员社群建立, 三是社群发展阶段增加社群活动运营。

This article aims to study the operational strategies of New Age Academy in the era of knowledge payment, in order to provide some reference for expanding New Age Academy’s knowledge payment business. The article integrates the theory of experiential value and ECM-ISC, constructs a model of user continuous usage intention for New Age Academy’s knowledge payment platform, conducts empirical analysis to explore the mechanism of the demand customers for its “continuity” effect. The decline of interest in new content among knowledge payment users has led to a decline in overall revenuein the field of knowledge payment. In the “recovery period” of knowledge sharing in 2020, New Age Academy entered the knowledge payment field, inevitably encountering some development challenges and opportunities, so it’s of practical significance to explore the mechanism of knowledge payment and operational strategies. New Age Academy’s knowledge payment service should be operated with a community-centric marketing model. In order to better promote New Age Academy’s operational strategies, suggestions are proposed. First, continueto output high-quality self-media content during the brand building stage. Secondly, establish a paid member community during the community building stage. Finally, increase community activity operation during the community development stage.

지식관리 전략은 비즈니스 기회의 창출과 유지에 핵심적인 요소로 인식되고 있다. 본 연구의 목적은 전자지급결제 영역에서의 지식관리의 역할을 지식공유 관점에서 분석하고, 다양한 전자지급결제방식에 적합한 지식공유 전략을 제시하는 것이다. 이를 위하여 전자지급결제의 특성을 결정짓는 2가지 요소인 신뢰성과 효율성을 기반으로 지식관리-전자지급결제 분류모형도를 제시하고, 각 영역에 적합한 지식공유 전략을 도출하였다. 연구의 결과에서 전자지급결제 특성과 지식공유 전략의 정합성이 전자지급결제 영역의 거래 당사자간의 관계 결속을 증가시키고 거래 과정을 최적화 시킬 수 있음을 제시하였다.

Knowledge management strategy has become a one of the most important factors creating and maintaining the business opportunities. In this paper, I present a KM-ePAY typology to investigate the role of knowledge sharing strategy in the electronic payment domain. Specifically, I examine the characteristics of four types of electronic payment systems based on the confidence and efficiency that characterize the feature of electronic payment media and identify appropriate knowledge sharing approaches for each component. In conclusion, my findings indicate that knowledge sharing approaches which are align with the characteristics of electronic payment give a way both to increase relationship commitment and to optimize process over electronic payment transactions.

최근 스마트 기기는 결제, 할인쿠폰 등 각종 기능을 제공하는 수단으로 진화되면서 통신과 금융이 융합된 모바일 NFC 서비스의 시장이 급성장할 것으로 전망되고 있다. 특히 모바일 NFC 결제 서비스 시장의 활성화가 예상됨에 따라 모바일 NFC 결제 서비스는 국내 외적으로 널리 주목받고 있다. 하지만 이에 따른 NFC 기술 활용 증가로 개인정보 이용이 늘면서 침해요소 또한 증가하고 있다. 최근 한국인터넷진흥원에서 발표한 "NFC 개인정보보호 대책 최종보고서"에 따르면 개인정보 암호화를 부분적으로 미지원하거나 불필요한 개인정보의 과도한 수집 및 저장 등이 문제점으로 제기되었으며 Google사의 Google Wallet 서비스의 개인정보 유출 사고 또한 이러한 문제점을 뒷받침하는 근거가 되고 있다. 본 논문에서는 기존의 NFC 모바일 결제 서비스 상에서 결제정보를 이용한 결제 기술의 위협을 분석하고 결제정보를 직접적으로 사용하지 않고 결제자를 증명할 수 있는 NTRU기반 영지식 증명 기법을 제안한다.