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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.
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Received: 28 February 2018
Published: 08 September 2018
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