| With the massive emergence of Internet information,the cost for users to filter the high-quality content increases.Relevant enterprises have launched a new business model of knowledge payment,in which users buy knowledge products based on online platforms,which helps to get effective answers quickly.At present,the knowledge payment industry has entered the competitive link of survival of the fittest.How to improve users' willingness to pay for knowledge and repeat purchase of products has become the goal of sustainable development of enterprises.With the background of social Q&A community and based on the theory of user engagement,this paper explores the influence mechanism of the psychological and behavioral factors of community user engagement on knowledge payment.Aiming at the characteristics of user participation behavior,this paper firstly proposes a theoretical model based on the community commitment theory and S-O-R theory framework.Secondly,this paper uses real user behavior data from zhihu,which is the largest social Q&A community platform in China,and verifies the proposed research hypothesis through negative binomial regression.The study found that the different levels of user participation(knowledge consumption,knowledge contribution,knowledge collaboration and knowledge leadership)significantly affected the frequency of users' knowledge payment.At the same time,in the observational study,the propensity matching score method and the inverse probability of treatment weighting method was used to find that the frequency of knowledge payment increased with the increase of the intensity of users' participation level.For users to engagement in psychological characteristics,this paper combining the theory of social-technology system framework and the S-O-R theoretical framework proposed theoretical model,user engagement psychological factors are divided into two aspects of cognition and emotion,thus put forward the research hypothesis: the characteristics of social framework significantly influence the emotional appraisal,the characteristics of technology framework significantly impact on cognitive appraisal.Emotional and cognitive appraisal,in turn,affects willingness of knowledge payment,at the same time moderated by individual factors of regulatory focus.And the structural equation model is built.Results show that the social response,community identification and social interaction three variables positively influence affective appraisal,knowledge response,the richness of themes,and knowledge quality three variables have positive effects on cognitive appraisal,emotional appraisal and cognitive appraisal of social technology mediated the relationship between six variables in the social-technology system and willingness of knowledge payment.Promotion focus moderated the relationship between affective appraisal,cognitive appraisal and willingness of knowledge payment.Based on the theoretical S-O-R framework and empirical research,this paper concludes that the two dimensions of user engagement behavior and psychology have significant positive effects on knowledge payment.In terms of theoretical contribution,first of all,this paper studies the user engagement behavior and psychology for the first time.In terms of user participation behavior,the user participation level is divided into knowledge consumption,knowledge contribution,knowledge collaboration and knowledge leadership.At the same time,the mechanism model of the influence of cognitive and emotional psychological factors on knowledge payment was constructed.Secondly,this paper conducts empirical participation behavior research by using real user behavior data from community.This paper conducts research on user engagement psychology through questionnaires.In terms of implication for practice,the conclusion of this paper provides a user segmentation operation strategy for managers of knowledgebased UGC community to improve the frequency and willingness of knowledge payment. |
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