关键词: 问答平台, 用户行为, 营销组合视角, 问题属性, 问题回答

Abstract: There are a large number of unanswered questions in the Q&A platform, which will not only affect the efficiency of users’problem solving, but also reduce the users’willingness to continue using them. This paper proposes the marketing mix theory in the context of Q&A platform and constructs the Q&A variance model and configuration research model, drawing on Baidu Zhidao sample data to study the relationship between single question attribute, question attribute combination and the answer. The results show that there are two attribute configuration modes affecting the answer of the question, one is the "overcoming high cost of understanding" model, and the other is the "high delivery-low cost-differentiated value" model. Both of these two modes are composed of three types of question attributes: value attribute, cost attribute and transmission attribute. The results prove that there is concurrency in the influence mechanism of question and answer. The answer to the question is not only affected by the attributes of a certain type of question, but also by the combination of attributes of multiple types of questions. The answer to the question is not only affected by the attributes of a certain type of question, but also by the combination of attributes of multiple types of questions.

Key words: Q&A platform, User behavior, Marketing mix theory, Question attributes, Answers