Study On User Characteristics Of Zhihu Live

• 1、Department of Management and Economics, University of Post and Telecommunications, BeiJing 100876

Abstract：Zhihu Live, launched by the most popular Q\&A community in Chinese-language Internet, is the frist milestone knowledge-paying product of Zhihu. The paper aims to divide Zhihu users(Live speakers) into different categories, and analyze Zhihu users of each category detailly.Social capital theory is the theoretical basis for selecting indicators, real user records are collected for research, and clustering method is regarded as a feasible way to classify Zhihu Live users. The study found that there are three categories, named "jishi"(which means cornerstone), "xiaoka"(which means known people) and "daV"(which means well known people like KOL). For "jishi" users, they formed the largest group among three groups. However, generally all indicators of this group are at low level. For "xiaoka" users, they have contributed more professional content and gained more trust in their field than former. Nevertheless, they are at medium level in terms of indicator of cognitive social capital. For "daV" users, they are less but leading in all indicators, have greatest influence, contibution, trust and recognition among community.

Keywords： management Science and engineering zhihu live user characteristics two-step cluster analysis