Research On Factors Affecting Virtual Communities Users' Willingness To Accept Of Paid Knowledge

The popularity of the mobile Internet and the development of the virtual community have enriched the Internet life of the Internet users.With economic development and consumption upgrading,a large number of platforms for knowledge consumption have emerged on the Internet.These knowledge consumption platforms have obtained a large number of users.Users get intellectual products,discuss knowledge and share knowledge on the platform.So,the author calls this modality of intellectual products consumption and intellectual products sharing as paid knowledge,and calls this consumption platform as a paid knowledge platform.The study is based on paid knowledge and the users' willingness to pay.Based on the literature review of knowledge sharing in virtual communities,this paper summarizes the contents related to paid knowledge such as the concept of paid knowledge,the relationship between paid knowledge and knowledge sharing,paid knowledge stakeholders,and classification of paid knowledge based on the modality characteristics of paid knowledge.The paper expounds the theoretical basis including the technology acceptance model,the value acceptance model and so on.In this paper,the author draws on previous research experience of influencing factors of new technology and new system application,and confirms the related factors of users' willingness to pay of paid knowledge in this study.This paper makes relevant hypotheses and constructs a related model for the users' willingness to pay.On this basis,the questionnaire design was completed with reference to the previous scale design items,and the questionnaire and data recovery were carried out.At the same time,the quality of the data is verified by the reliability and validity analysis in the statistical analysis method,and the model hypotheses are verified by the structural equation.In view of the model fitting,the model is amended to form the model of the factors influencing the users' willingness to pay of paid knowledge in virtual communities.Finally,based on the model conclusion,this paper puts forward suggestions for paid knowledge stakeholders to enhance the users' willingness to pay of the paid knowledge.The main innovations of this paper are follows.Firstly,it summarizes the related concepts of paid knowledge.Because there is less research on knowledge sharing in the form of pay in the related domestic and foreign research on knowledge sharing,the author tries to put forward the concept of “paid knowledge” through the characteristics of the domestic paid knowledge platform.Secondly,this paper constructs the factors model of willingness to pay for paid knowledge.And this paper validates and corrections the model,and supplements the study of knowledge sharing behavior.