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The Determinants of Continuance Intention to Pay: Empirical Research from Online Knowledge Payment Users |
Wei Wu1,Xie Xingzheng2() |
1College of Journalism and Communications, Shih Hsin University, Taipei 116, China 2School of Journalism, Fudan University, Shanghai 200433, China |
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Abstract [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.
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Received: 31 March 2020
Published: 05 June 2020
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Corresponding Authors:
Xie Xingzheng
E-mail: 278347285@qq.com
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