[Objective] With the rapid growth of the knowledge payment market, users have more active options, and it is increasingly difficult for knowledge producers to obtain users and market products.
[Methods] Based on the information adoption model, this paper explores the influence mechanism of the information quality of product description and the credibility of knowledge producers on users’ knowledge payment behavior. This paper also divides knowledge payment products into utilitarian products and hedonic products, and then investigates the moderating effect of product type.
[Results] Results show that the elaborateness, vividness, and relevance of product description positively affect knowledge payment behavior; the reputation, experience, and information completeness of knowledge producers positively affect knowledge payment behavior. Moreover, compared with utilitarian products, the reputation and experience of knowledge producers in hedonic products have a stronger effect on knowledge payment behavior.
[Limitations] This study did not compare the knowledge payment behavior under different cultural backgrounds, and only employed cross-section data to study the single knowledge payment business model.
[Conclusions] This paper summarizes the key factors that affect knowledge payment behavior, which deepens the application value of information adoption model. Also, provide practical guidance for designing and marketing knowledge payment products.