Information Adoption Patterns and Online Knowledge Payment Behavior: The Moderating Role of Product Type

Abstract

The development of online knowledge payment platforms in recent years has increased their respective market value by nurturing content resources and improving content ecology. Yet, the underlying factors of knowledge seekers’ payment behaviors and their information adoption mechanisms are poorly understood. Based on the information adoption model, this study develops a research model to examine the relationship between information adoption patterns and knowledge seekers’ payment behavior, and explore the moderating effect of product type on this relationship. To test the research model and hypotheses, we used a multi-analytic approach combining text and regression analysis on a sample of 4366 social Q&A data collected from Quora+ between August 2021 and August 2022. We further classified the product types into utilitarian and hedonic, and compared the differences in influence paths between product types. The results show that the completeness, vividness, and relevance of the product description have a significant positive impact on knowledge payment behavior. The reputation, experience, and integrity of the knowledge provider have a positive impact on knowledge payment behavior. Compared to utilitarian knowledge products, the payment behavior for hedonic products is more related to the reputation and experience of the knowledge provider. This study provides insights into the factors that influence online knowledge payment behavior and practical guidance for the development of online knowledge payment services and platforms.

Model Construction and Empirical Study on Unsustainable Usage Behavior of Paid Knowledge Users

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Factors Influencing the Purchase Intention for Online Health Popular Science Information Based on the Health Belief Model

“…Current studies have explored the impact on users’ intentions to purchase, mainly from the perspectives of information contributors and the characteristics of the information itself. From the perspectives of online information contributors, it has been found that reputation, the number of times of free online information sharing, whether there is real name authentication, and the experience and integrity of online information contributors can significantly affect users’ purchase intentions [ 18 ]. From the perspective of the characteristics of online information itself, previous studies have shown that the perceived quality of free content, the number of participants, price, and perceived value can all positively influence users’ purchase intentions [ 19 ].…”

On the Reality of Signaling in Auctions

“…VoI can be formally defined using two alternative perspectives: (1) assessing a potential user's willingness to pay for obtaining access to the knowledge [34,35]; or (2) the increase in expected benefit that arises from acting according to the best choice with the presence of the information compared to the expected benefit when no information is available [34,36]. The concept of VoI has become highly relevant now that information sharing is a daily activity; indeed, VoI analysis is used in varied fields, including health-economic evaluations [37], supply-chain decisions [38], online knowledge payment platforms [39], earth sciences [40], and auction research [41,42]. VoI can be measured both in cases with full disclosure, i.e., the information provided eliminates the uncertainty entirely [43], and in those with partial disclosure in which the information provided eliminates only part of the uncertainty [44].…”