| With the booming development of the Internet,the amount of online information has grown dramatically and users have an increasing demand for quick access to quality information.As a result,many online knowledge platforms providing professional and high-quality contents have emerged.After the transition of the initial free usage period,most of these online knowledge platforms adopt the charging mode to maintain normal operation.Online knowledge payment was born under this background and has shown a "blowout" development in recent years.And it greatly satisfied users’ needs to obtain effective information from a large amount of information.However,in the past two years,the growth of the number of online knowledge payment users has slowed down,which has aroused widespread concern from the whole society and academia.Many scholars have conducted in-depth discussions on the factors influencing online knowledge payment.But at present,there are various shortcomings such as the small number of influencing factors considered and the lack of clear research on the relationship between the influencing factors,which cannot effectively reveal the root causes of the stagnation of online knowledge payment users and the slow development of platforms.Based on this,this paper divides online knowledge payment into initial online knowledge payment and continuous online knowledge payment,and constructs three theoretical models of online knowledge payment influencing factors based on TPB(Theory of Planned Behavior)and ECM-ISC(Expectation-Confirmation Model of Information Systems Continuance),using literature analysis method,survey questionnaire method and structural equation modeling method.(1)The model of influencing factors of initial online knowledge payment.Based on TPB,five external variables of perceived quality,perceived cost,trust,experience and user resources are introduced to construct the model,and their influence on users’ initial online knowledge payment is revealed by using quantitative empirical methods;(2)The model of factors influencing continuous online knowledge payment.Based on ECM-ISC,two external variables of perceived ease of use and perceived entertainment are introduced,a model is constructed,and their influence on users’ persistent online knowledge payment is elucidated using quantitative empirical methods;(3)An integrated theoretical model of online knowledge payment influence factors.Based on the combination of the theoretical model of the influencing factors of initial online knowledge payment and continuous online knowledge payment,free mentality is introduced.And an integrated model is constructed to clarify the moderating role of free mentality on users’ online knowledge payment and the partial mediating role of willingness to pay between perceptual behavioral control and payment behavior.The research findings and innovations of this paper are as follows.First,a theoretical model to more systematically study the influencing factors of online knowledge payment is proposed.This paper divides online knowledge payment into two stages,initial online knowledge payment and continuous online knowledge payment,and adopts TPB used to study initial behavior and ECM-ISC used to study continuous behavior to construct a comprehensive model to study the influencing factors of online knowledge payment more comprehensively and systematically.Second,it reveals that free mentality plays a negative moderating role between perceived usefulness and willingness to pay and between satisfaction and willingness to pay,clarifies the relationship between perceived usefulness,satisfaction and willingness to pay,and proposes new ideas for further analysis of online knowledge payment.In the current study,the relationship between perceived usefulness,satisfaction and willingness to pay is ambiguous and there is no unified statement.This paper concludes from quantitative empirical analysis that when perceived usefulness or satisfaction increases,high free mentality negatively affects users’willingness to pay more strongly than low free mentality.Third,the factors influencing online knowledge payment are added.The relationship between three variables,namely,perceived cost,monetary resources and time resources.And online knowledge payment is explained by using questionnaire method and empirical analysis method,in which perceived cost negatively and significantly affects initial online knowledge payment.Monetary resources and time resources each indirectly and positively affect online knowledge payment through perceptual behavior control,in which the influence of monetary resources on initial online knowledge payment is the influence of monetary resources on online knowledge payment is greater.Finally,based on the empirical findings,the paper puts forward suggestions for the development and improvement of online knowledge payment platforms in five aspects,including optimizing personalized services,improving product quality,establishing product trust system,improving product pricing standards,and enriching product forms. |
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