[Objective] The current study aims to investigate the relationship among the characteristics of online knowledge payment products, individual needs, and continuance intention to pay, which offers the guideline to the industry. [Methods] Based on the Elaboration Likelihood Model and Uses and Gratifications Theory, the conceptual model of continuance intention to pay is conducted. Both structural equation model (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) are used to analyze the collected data. [Results] According to the results of SEM, the argument quality has positive effect on individual needs, which can further affect users’ continuance intention to pay. The fsQCA findings reveal that three causal recipes of motivations predicting high continuance intention to pay. [Limitations] Most of the samples are audio knowledge content users, which reflects that the sample representativeness is limited. Also, the conceptual model ignores the moderators, namely, usage scenarios. [Conclusions] The current online knowledge payment products do not fully meet the individual needs of knowledge payment users. The knowledge content and the individual needs are the key factors of enhancing their continuance intention to pay.
魏武, 谢兴政. 线上知识付费用户继续付费意向影响因素研究*[J]. 数据分析与知识发现, 2020, 4(8): 119-129.
Wei Wu, Xie Xingzheng. The Determinants of Continuance Intention to Pay: Empirical Research from Online Knowledge Payment Users. Data Analysis and Knowledge Discovery, 2020, 4(8): 119-129.
( Zhang Lijie, Zhang Yanbin. From Chronic Free-Issue to Conscious Payment: A Study on the Change of Knowledge Dissemination Pattern in Digital Environment[J]. Editorial Friend, 2017(12):50-53.)
( Liu Shuping, Pan Li, Chen Changsong. Game in the Era of Knowledge Payment: Thinking from the Practice of Traditional Broadcasting Operation[J]. China Radio & TV Academic Journal, 2018(5):65-69.)
( Zhang Shuai, Wang Wentao, Li Jing. Research on the Influencing Factors of User’s Online Knowledge Payment Behavior[J]. Library and Information Service, 2017,61(10):94-100.)
( Zhao Yang, Yuan Xi’ni, Li Luqi, et al. The Impact Factors of Users’ Paying Behavior for Knowledge on Social Q&A Platform Based on Social Capital Theory[J]. Documentation, Information & Knowledge, 2018(4):15-23.)
( Zhao Yuxiang, Liu Zhouying, Song Shijie. Exploring the Influential Factors of Askers’ Intention to Pay in Knowledge Q&A Platforms[J]. Data Analysis and Knowledge Discovery, 2018,2(8):16-30.)
[9]
Shi X, Zheng X, Yang F. Exploring Payment Behavior for Live Courses in Social Q&A Communities: An Information Foraging Perspective[J]. Information Processing and Management, 2020,57(4):102241.
doi: 10.1016/j.ipm.2020.102241
[10]
Zhao Y, Zhao Y, Yuan X N, et al. How Knowledge Contributor Characteristics and Reputation Affect User Payment Decision in Paid Q&A? An Empirical Analysis from the Perspective of Trust Theory[J]. Electronic Commerce Research and Applications, 2018,31:1-11.
doi: 10.1016/j.elerap.2018.07.001
[11]
Zhang J, Zhang J L, Zhang M Y. From Free to Paid: Customer Expertise and Customer Satisfaction on Knowledge Payment Platforms[J]. Decision Support Systems, 2019,127:113140.
doi: 10.1016/j.dss.2019.113140
( Li Wu, Ai Pengya, Xu Yaoxin. Research on User Payment Pattern and Purchase Intention Towards Online Q&A Paid Platform[J]. Library and Information Service, 2018,62(13):24-29.)
[13]
陈谦. 精心的可能性模式与广告传播策略[J]. 当代传播, 2013(1):93-95, 98.
[13]
( Chen Qian. Elaboration Likelihood Model and Advertising Communication Strategy[J]. Contemporary Communication, 2013(1):93-95, 98.)
[14]
Render B, O’Connor T S. The Influence of Price, Store Name, and Brand Name on Perception of Product Quality[J]. Journal of the Academy of Marketing Science, 1976,4(3):722-730.
doi: 10.1007/BF02729832
( Li Dongjin, An Zhongshi, Zhou Ronghai, et al. A Study on Impact of Country Image on Purchase Intention of Customer Based on Fishbein’s Model of Reasoned Action: A Case of County Images of American, Germany, Japan and Korea[J]. Nankai Business Review, 2008,11(5):40-49.)
[16]
Kimble G A, Perlmuter L C. The Problem of Volition[J]. Psychological Review, 1970,77(5):361-384.
doi: 10.1037/h0029782
pmid: 4319166
[17]
Ajzen I, Fishbein M. Factors Influencing Intentions and the Intention-Behavior Relation[J]. Human Relations, 1974,27(1):1-15.
doi: 10.1177/001872677402700101
[18]
Katz E, Blumler J G, Gurevitch M. The Uses of Mass Communications: Current Perspectives on Gratifications Research[M]. Thousand Oaks, CA: Sage Publications, 1974: 19-32.
[19]
Katz E, Haas H, Gurevitch M. On the Use of the Mass Media for Important Things[J]. American Sociological Review, 1973,38(2):164-181.
doi: 10.2307/2094393
[20]
McQuail D, Blumler J G, Brown J R. The Television Audience: A Revised Perspective[A]//McQuail D. Sociology of Mass Communications[M]. Harmondsworth: Penguin, 1972: 135-165.
[21]
Greenberg B S. Gratifications of Television Viewing and Their Correlates for British Children[A]// Blumler J G, Katz E. The Uses of Mass Communications: Current Perspectives on Gratifications Research[M]. Beverly Hills: Sage, 1974: 19-32.
[22]
Levy M R. Television News Uses: A Cross-national Comparison[J]. Journalism Quarterly, 1978,55(2):334-337.
doi: 10.1177/107769907805500217
[23]
Palmgreen P, Rayburn J D. Uses and Gratifications and Exposure to Public Television: A Discrepancy Approach[J]. Communication Research, 1979,6(2):155-179.
doi: 10.1177/009365027900600203
[24]
Blumler J G. The Role of Theory in Uses and Gratifications Studies[J]. Communication Research, 1979,6(1):9-36.
doi: 10.1177/009365027900600102
[25]
December J. Units of Analysis for Internet Communication[J]. Journal of Communication, 1996,46(1):14-38.
doi: 10.1111/j.1460-2466.1996.tb01459.x
[26]
Kaye B K. Uses and Gratifications of the World Wide Web: From Couch Potato to Web Potato[J]. Atlantic Journal of Communication, 1998,6(1):21-40.
[27]
Papacharissi Z, Rubin A M. Predictors of Internet Use[J]. Journal of Broadcasting & Electronic Media, 2000,44(2):175-196.
( Lu Heng, Zhang Xiangxian, Zhang Liman. Influence Factors of Users’ Willingness to Pay for Knowledge in Voice Question and Answer Community: In the Perspective of Status Quo Bias[J]. Information Science, 2019,37(6):119-125, 162.)
[30]
Perse E M, Rubin A M. Chronic Loneliness and Television Use[J]. Journal of Broadcasting & Electronic Media, 1990,34(1):37-53.
( Guo Xiaochen, Niu Panqiang. New Solution of Knowledge Payment: Informationalized Knowledge Acquisition[J]. Youth Journalist, 2018(36):79-80.)
[32]
鲍静, 裘杰. 内容、平台、社交、服务[J]. 出版科学, 2019,27(2):65-70.
[32]
( Bao Jing, Qiu Jie, Content, Platform, Social Communication and Service, Four Directions for the Sustainable Development of Online Knowledge Payment[J]. Publishing Journal, 2019,27(2):65-70.)
[33]
Petty R E, Cacioppo J T. Attitudes and Persuasion: Classic and Contemporary Approach[M]. Dubuque, IA: Westview Press, 1981: 130-139.
[34]
Li C Y. Persuasive Messages on Information System Acceptance: A Theoretical Extension of Elaboration Likelihood Model and Social Influence Theory[J]. Computers in Human Behavior, 2013,29(1):264-275.
doi: 10.1016/j.chb.2012.09.003
[35]
Cacioppo J T, Petty R E. The Elaboration Likelihood Model of Persuasion[J]. Advances in Consumer Research, 1984,19(4):123-205.
( Wang Jun, Ding Dandan. Research on Dynamic Evaluation Index System of Goods Online Reviews[J]. Library and Information Service, 2015,59(12):106-112.)
[37]
Bhattacherjee A, Sanford C C. Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model[J]. MIS Quarterly, 2006,30(4):805-825.
doi: 10.2307/25148755
( Zhang Mengya, Wang Xiuhong. The Status of the Research on the Elaboration Likelihood Model (ELM) and Its Application Fields[J]. Library and Information Studies, 2018,11(4):73-79, 85.)
[39]
Shi W W. An Empirical Research on Users’ Acceptance of Smart Phone Online Application Software[C]// Proceedings of the 2009 International Conference on Electronic Commerce and Business Intelligence. 2009: 106-110.
[40]
Petty R E, Cacioppo J T, Goldman R. Personal Involvement as a Determinant of Argument Based Persuasion[J]. Journal of Personality and Social Psychology, 1981,41(5):847-855.
doi: 10.1037/0022-3514.41.5.847
[41]
Cheung M, Luo C, Sia C. Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-Line Consumer Recommendations[J]. International Journal of Electronic Commerce, 2009,13(4):9-38.
[42]
Lederman R, Fan H, Smith S, et al. Who Can You Trust? Credibility Assessment in Online Health Forums[J]. Health Policy and Technology, 2014,3(1):13-25.
doi: 10.1016/j.hlpt.2013.11.003
[43]
Davis F. Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology[J]. MIS Quarterly, 1989(3):319-340.
[44]
王嵩音. 网路使用之态度,动机与影响[J]. 信息社会研究, 2007(12):57-85.
[44]
( Wang Songyin. Attitudes, Motivations and Consequences of Internet Use[J]. Journal of Information Society, 2007(12):57-85.)
[45]
Bhattacherjee A. Understanding Information Systems Continuance: An Expectation Confirmation Model[J]. MIS Quarterly, 2001(3):351-370.
[46]
Kim B. Understanding Antecedents of Continuance Intention in Social-Networking Services[J]. Cyber Psychology, Behavior and Social Networking, 2011(4):199-205.
[47]
Fornell C, Larcker D F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J]. Journal of Marketing Research, 1981,18(1):39-50.
doi: 10.1177/002224378101800104
[48]
Ordanini A, Parasuraman A, Rubera G. When the Recipe is More Important Than the Ingredients: A Qualitative Comparative Analysis (QCA) of Service Innovation Configurations[J]. Journal of Service Research, 2014,17(2):134-149.
doi: 10.1177/1094670513513337
[49]
Ragin C C. Set Relations in Social Research: Evaluating Their Consistency and Coverage[J]. Political Analysis, 2006,14(3):291-310.
doi: 10.1093/pan/mpj019
( Li Nianwu, Yue Rong. An Empirical Study on Credibility of Online Word of Mouth and Its Effects on Consumers Purchase Behavior[J]. Library and Information Service, 2009,53(22):133-137.)
[51]
Smith D, Menon S, Sivakumar K. Online Peer and Editorial Recommendations, Trust, and Choice in Virtual Markets[J]. Journal of Interactive Marketing, 2005,19(3):15-37.
doi: 10.1002/dir.20041
( Du Zhitao. Discussion the Influence Factors on User’s ‘Knowledge-based’ Behavior in Network Knowledge Community: Based on the Perspectives of Knowledge Contribution and Acquisition[J]. Documentation, Information & Knowledge, 2017(2):105-119.)
( ( Wang Zheng, Liu Yanzhi. Market Mechanism of Online Knowledge Paying Platform: Counter Measure and Intervention to the Failure of Knowledge Platform Market Mechanism[J]. Documentation, Information & Knowledge, 2018(4):24-31.)
[56]
周涛, 檀齐, Bayan T, 等. 社会交互对用户知识付费意愿的作用机理研究[J]. 图书情报工作, 2019,63(4):94-100.
[56]
( Zhou Tao, Tan Qi, Bayan T, et al. The Effect of Social Interaction on Users’ Intention of Knowledge Payment[J]. Library and Information Service, 2019,63(4):94-100.)
( Fang Aihua, Lu Mengmeng, Liu Kunfeng. Empirical Study on Users’ Knowledge Purchase Intention for Virtual Community[J]. Library and Information Service, 2018,62(6):105-115.)
( Peng Lan. Illusion, Prisoner of Algorithm, and Transfer of Rights: The New Risks in the Age of Data and Algorithm[J]. Journal of Northwest Normal University (Social Sciences), 2018,55(5):20-29.)
( Su Tao, Peng Lan. Reflection and Prospect: The Communication Picture of the Cyber Age: A Review of New Media Studies in 2018[J]. Chinese Journal of Journalism & Communication, 2019,41(1):41-57.)
