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Data Analysis and Knowledge Discovery  2018, Vol. 2 Issue (8): 16-30    DOI: 10.11925/infotech.2096-3467.2018.0216
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Exploring the Influential Factors of Askers’ Intention to Pay in Knowledge Q&A Platforms
Zhao Yuxiang1(), Liu Zhouying1, Song Shijie2
1School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, China
2School of Information Management, Nanjing University, Nanjing 210023, China
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Abstract  

[Objective] This paper explores the influencing factors of the askers’ intention to pay, aiming to promote the development of the knowledge Q&A platforms. [Methods] First, we compared the similarities and differences between the traditional and the new generation of knowledge Q&A platforms after conducting comprehensive literature review. Then, we built a model and conducted an empirical study on the askers’ intention to pay based on the theory of social exchange and social capital. [Results] The perceived value posed significant positive impact on the askes’ intention to pay. The financial benefit, social support, self-enhancement and entertainment had significant positive impacts on perceived value, while the financial cost had significant negative impacts on the askers’ intention to pay. The positive reciprocity belief posed significant positive effects on the financial costs, and the askers’ trust in the answerer also positively changed the relationship between perceived value and intention to pay. [Limitations] The study only employed cross-section data, and most of the data were self-reported. [Conclusions] The research contributes to the theoretical foundation of examining askers’ intention to use the payment-based knowledge Q&A platforms. It also offers some practical suggestion to the design and management of these new systems.

Key wordsSharing Economy      Knowledge Q&A Platforms      Pay for Knowledge      Pay Intention     
Received: 28 February 2018      Published: 08 September 2018
ZTFLH:  G254.9  

Cite this article:

Zhao Yuxiang,Liu Zhouying,Song Shijie. Exploring the Influential Factors of Askers’ Intention to Pay in Knowledge Q&A Platforms. Data Analysis and Knowledge Discovery, 2018, 2(8): 16-30.

URL:

http://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/10.11925/infotech.2096-3467.2018.0216     OR     http://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/Y2018/V2/I8/16

特征维度 传统知识问答平台 新一代知识问答平台
业务模式 免费 付费(大额支付及微支付)
用户角色 提问者、回答者、潜水者 提问者、回答者、偷听者
运作模式 提问者免费提问, 问题可以由众多回答者回答, 潜水者可免费搭便车查看回答内容 提问者向回答者一对一付费提问(回答者定价), 回答者独立回答问题, 偷听者查看回答内容需进行微支付
回答属性 事实型、建议型居多 洞见型、观点型居多
回答方式 文字为主 文字、图片、语音、视频为主
典型平台 百度知道、搜狗问问、新浪爱问 分答、值乎、新浪微博问答
构念 测度问题项 参考文献
问题编撰成本(CC) 1.在新一代知识问答平台上, 我提出一个问题需要花费较长的时间。
2.在新一代知识问答平台上, 我提出一个问题需要耗费较多的精力。
[21]
经济成本(FC) 1.在新一代知识问答平台上, 提问所需支出的费用比较高。
2.我担心选择了不合适的答主而浪费了我所花费的金钱。
[66]
经济收益(FB) 1.在新一代知识问答平台上进行提问, 我能够获得经济上的回报。
2.在新一代知识问答平台中, 所获得收益能够部分改善我的经济状况。
[2,30]
社会支持(SP) 1.当我向新一代知识问答平台上的答主诉说所遇到的问题时, 新一代知识问答平台上的答主会给予我必要的情感支持。
2.当我向新一代知识问答平台上的答主诉说所遇到的问题时, 新一代知识问答平台上的答主会倾听我的个人感受。
3.当我向新一代知识问答平台上的答主诉说所遇到的问题时, 新一代知识问答平台上的答主会给予我充分的重视。
[37,44]
自我提升(SE) 1.在新一代知识问答平台上, 我可以学到许多知识。
2.新一代知识问答平台中的回答内容让我的技能有所提升。
3.新一代知识问答平台中的回答内容让我的效率有所提升。
[67]
娱乐享受(ENT) 1.我觉得在新一代知识问答平台上提问是有趣的。
2.在使用新一代知识问答平台的过程中, 我觉得十分愉快。
3.在使用新一代知识问答平台的过程中, 我可以得到放松。
[9,45]
对答主的信任(TIA) 1.我对新一代知识问答平台中答主的能力有信心。
2.我认为新一代知识问答平台中的答主是值得信任的。
3.我相信如果我遇到难题, 新一代知识问答平台中的答主会尽力帮我解决。
[18]
对平台的信任(TIP) 1.我相信新一代知识问答平台会对问答内容采取保护措施, 不会被恶意使用。
2.我相信新一代知识问答平台会保障付费问答的安全性。
3.我相信新一代知识问答平台对问答方式有相应的技术支撑。
[32]
正向互惠信念(PRB) 1.我通常会对别人的帮助予以回报。
2.如果答主解答了我的疑问, 我觉得我应当给予其一定的报酬。
3.我觉得我应当付回答者一定的报酬来表示我对他/她的感谢。
[53]
感知价值(PV) 1.我认为在新一代知识问答平台上进行提问付费是一个不错的交易。
2.我在新一代知识问答平台上所付出的金钱是值得的。
3.总的来说, 新一代知识问答平台给我提供的回答是物有所值的。
[24]
付费意愿(PI) 1.未来我在新一代知识问答平台上进行提问付费的可能性较高。
2.如果我有问题要问, 我会考虑在新一代知识问答平台上进行付费提问。
3.我在新一代知识问答平台上进行付费提问的意愿较高。
[24]
基本信息 类别 样本数 所占比例
性别 118 47.97%
128 52.03%
年龄 18岁以下 5 2.03%
19-24岁 115 46.75%
25-34岁 100 40.65%
35-44岁 24 9.76%
45岁以上 2 0.81%
受教育
程度
高中及以下 9 3.66%
大专及本科 115 46.75%
硕士研究生 91 36.99%
博士研究生 31 12.60%
提问次数(平台提供) 1-3次 7 2.85%
4-6次 119 48.37%
7-9次 84 34.15%
10次及以上 36 14.63%
每次提问所花费的平均时间 1小时之内 110 44.72%
1-2小时 92 37.40%
2-3小时 37 15.04%
3小时以上 7 2.84%
构念 Cronbach’s Alpha CR AVE VIF
问题编撰成本(CC) 0.898 0.943 0.902 2.256
经济成本(FC) 0.754 0.882 0.806 1.467
经济收益(FB) 0.896 0.931 0.903 1.578
社会支持(SP) 0.856 0.901 0.805 1.324
自我提升(SE) 0.802 0.912 0.745 1.768
娱乐价值(ENT) 0.807 0.843 0.765 1.654
感知价值(PV) 0.844 0.931 0.786 1.231
付费意愿(PI) 0.742 0.865 0.734 1.653
正向互惠信念(PRB) 0.889 0.947 0.854 2.211
对答主的信任(TIA) 0.754 0.838 0.836 1.436
对平台的信任(TIP) 0.776 0.872 0.858 1.656
CC FC FB SP SE ENT PV PI PRB TIA TIP
CC 0.890
FC 0.404 0.886
FB -0.022 -0.234 0.946
SP -0.098 -0.364 0.389 0.898
SE -0.145 -0.143 0.405 0.521 0.867
ENT -0.198 -0.278 0.378 0.465 0.404 0.884
PV -0.206 -0.367 0.785 0.543 0.496 0.564 0.894
PI -0.027 -0.204 0.508 0.484 0.404 0.421 0.504 0.823
PRB -0.044 -0.067 0.354 0.432 0.258 0.196 0.154 0.452 0.822
TIA -0.106 -0.004 0.196 0.156 0.206 0.054 0.043 0.322 0.457 0.845
TIP -0.209 -0.768 0.467 0.447 0.314 0.364 0.567 0.308 0.082 0.032 0.908
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