Research On The Influencing Factors Of User's Knowledge Payment Behavior In Virtual Community

With the explosion of Internet information,the "digital gap" between the information-rich and the information-poor has been further widened.People's demand for fast and efficient access to valuable knowledge is also increasing,and the speed of the development of the knowledge payment industry is also increasing.Soon,scholars' attention to the research of paying for knowledge has also increased.Existing researches mainly carry out research from multiple perspectives such as technology acceptance model,expectation confirmation theory,planned behavior theory,social capital theory,etc.The most important research lies in the willingness and behavior of knowledge payment,but most of these studies are based on a specific knowledge payment platform,from a more rational perspective to study the user's willingness to pay for knowledge and the influencing factors of behavior.At the same time,although the important influence of personality traits on behavior has been widely recognized by the academic community,there are still very few studies linking personality with knowledge-paying behavior.Some scholars' research on the relationship between neurotic personality and knowledge-paying willingness further confirms the relationship between personality and the willingness to pay for knowledge is the close connection of knowledge payment behavior.In this study,online interaction,perceived trust,and sense of presence are used as intermediary variables to study the irrational impulsive knowledge payment and rational purposeful knowledge payment behavior paths of users under non-specific knowledge payment platforms.After studying a large number of Chinese and foreign literatures,this research builds a model based on SOR theory,selects the perceived ease of use and perceived usefulness from Technology Acceptance Model,loneliness in subjective feelings,and online interaction from the perspective of perception(controllability,responsiveness,individuality)extroversion,pleasantness,and openness in the Big Five personality as stimulus factors(S);arousal,perceptual trust,presence(spatial presence,social presence)and flow experience as the user organism's emotional feeling factor(O);the impulsive knowledge payment and the purposeful knowledge payment are regarded as the user's response factor(R),which finally constitutes the behavior model of the knowledge payment impulsive knowledge payment and the purposeful knowledge payment based on the SOR theoretical framework.Using SPSS software for descriptive statistical analysis of the collected 311 valid questionnaires,and using Smart PLS statistical analysis software for reliability and validity testing and model verification,different factors which affect the impulsive and purposeful knowledge payment of knowledge-paying users were discovered.This study found through data analysis that both perceived ease of use and perceived usefulness have a significant impact on arousal;openness has a significant impact on the four variables of online interaction(controllability,responsiveness,personalization,and interactivity).Extroversion only has a significant impact on personalization.In addition to having a significant impact on personalization,agreeableness also has a significant impact on control.The four variables of online interaction all have a significant impact on social presence,only responsiveness and interaction The two dimensions have a significant impact on spatial presence,control and responsiveness have a significant impact on perceived trust;online interaction,social presence,and flow experience have important mediating effects,and extroversion and agreeableness can significantly affect impulsive knowledge payment,perceived trust will significantly affect the purposeful knowledge payment,social presence and flow experience both significantly affect impulsive knowledge payment.The research did not find the influence of loneliness on arousal,and the influence of arousal and spatial presence on purposeful knowledge payment behavior and impulsive knowledge payment behavior.The reason may be that the loneliness of the subjects who are willing to take the initiative to fill out the questionnaire in the virtual community is relatively weak,and knowledge payment needs more attention to the content quality of knowledge products.Users are not strong in awakening,and it is difficult to lead to their purchase behavior.Online learning is more spiritual investment,so the requirements for spatial presence are not strong,so the spatial presence is perception is not enough to influence buying behavior.The research also does not support the influence of open personality traits on knowledge payment behavior(impulsive and purposeful knowledge payment).The reason may be that users with open characteristics often need more in-depth knowledge and require their own independent thinking.The current quality of knowledge products has not yet reached the needs of this group in large numbers.Therefore,content providers and platforms of knowledge payment should focus on the depth and breadth of knowledge product content,pay more attention to user interaction and maintenance,enhance users' perceived trust and social presence,and pay attention to the process of users' paid knowledge apps using.It uses open personality as the main user image to display platform information and improve APP functions.This research has certain theoretical value and practical significance for further mining the influence path of knowledge payment behavior,and provides a theoretical framework for follow-up scholars to further study the relationship between personality traits and knowledge payment behavior,and also has reference significance for the development of knowledge payment industry.