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A Study on the Factors Influencing Users’ Online Knowledge Paying-Behavior Based on the UTAUT Model

School of Management, Shanghai University, Shanghai 200444, China
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Academic Editor: José Ramón Saura
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1768-1790; https://doi.org/10.3390/jtaer16050099
Received: 14 April 2021 / Revised: 27 May 2021 / Accepted: 30 May 2021 / Published: 3 June 2021
(This article belongs to the Section Digital Marketing and the Connected Consumer)
With the explosive growth of information and the increase of people’s fragmented time, the knowledge payment industry’s market size is growing. However, the heterogeneity between online knowledge payment behavior and traditional consumption gradually comes to the fore. It is of great practical significance to analyze the factors influencing users’ online knowledge payment behavior and clarify users’ online knowledge payment mechanism. Based on UTAUT theory, this study uses statistics, structural equation modeling, and mediating effect analysis to construct a theoretical model of the influencing factors of users’ payment behavior of knowledge payment platform from the user level, knowledge-provider level, and platform level. The findings show that content quality, peer influence, KOL influence, perceived interaction, effort expectation, and perceived trust significantly affect users’ willingness-to-pay and have an indirect effect on users’ paying behavior through their willingness-to-pay. Perceived cost, perceived interaction, content quality, peer influence, performance expectation, and effort expectation directly and significantly affect user paying behavior. By regulating the above elements, the improvement of customer attraction ability of online knowledge platforms can be realized. View Full-Text
Keywords: paying for knowledge; UTAUT model; user paying behavior; influencing factors paying for knowledge; UTAUT model; user paying behavior; influencing factors
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MDPI and ACS Style

Yu, L.; Chen, Z.; Yao, P.; Liu, H. A Study on the Factors Influencing Users’ Online Knowledge Paying-Behavior Based on the UTAUT Model. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1768-1790. https://doi.org/10.3390/jtaer16050099

AMA Style

Yu L, Chen Z, Yao P, Liu H. A Study on the Factors Influencing Users’ Online Knowledge Paying-Behavior Based on the UTAUT Model. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1768-1790. https://doi.org/10.3390/jtaer16050099

Chicago/Turabian Style

Yu, Liying, Zixuan Chen, Pinbo Yao, and Hongda Liu. 2021. "A Study on the Factors Influencing Users’ Online Knowledge Paying-Behavior Based on the UTAUT Model" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 5: 1768-1790. https://doi.org/10.3390/jtaer16050099

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