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2020 , Vol. 64 >Issue 1: 120 - 130

DOI: https://doi.org/10.13266/j.issn.0252-3116.2020.01.015

Content or Context: A Study on the Behavior Mechanism of Online Users' Knowledge Payment——A Configuration Analysis Based on CCC-B Framework

  • Guo Yu ,
  • Guo Yong ,
  • Zhao Yuxiang
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  • 1. School of Management, Ji Lin University, Chang Chun 130025;
    2. Information Resources Research Center, Jilin University, Changchun 130022;
    3. School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094

Received date: 2019-12-12

  Revised date: 2019-12-24

  Online published: 2020-01-05

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Abstract

[Purpose/significance] The pursuit of high-quality content production or knowledge payment context construction is always an important judgement that knowledge payment platform needs to face. This study is to provide guidance for the construction of knowledge payment platform and the optimization of knowledge marketing strategy.[Method/process] It explored the main factors and antecedent configuration that affect online users' knowledge payment behavior, and analyzed the complex influence mechanism of "content", "context" and users' "identification" on users' knowledge payment behavior by qualitative comparative analysis.[Result/conclusion] According to the typical path of empirical analysis, we found:①configuration of "content context identification" (CCC) linkage matching can activate the research framework and drive online users to choose to generate "behavior";② the "content quality * content utility * legalization" in paid products is the core condition of users' demand response, and the "group norms" in paid situations is a sufficient condition for users' knowledge diffusion behavior;③ there are 5 kinds of complex solutions with high explanatory power, which have different effects and the overall benefits on the behavior of knowledge payment between online transaction researchers' perspective and this paper's;④ different from the conclusions of many literatures, limited cognition can be the supporting factor of user behavior decision, while involved cognition can be the variable of coordination in configuration, which needs to be combined with specific situational factors to facilitate user selection; ⑤there is an equivalent substitution effect of "results are equal but benefits are not equal" between the collocations of different participation conditions, and the specific conditions and their combinations can promotes the behavior of knowledge payment over equivalent substitution.

Key words： knowledge payment content; context; qualitative comparative analysis; knowledge internalization; knowledge diffusion

Cite this article

Guo Yu , Guo Yong , Zhao Yuxiang . Content or Context: A Study on the Behavior Mechanism of Online Users' Knowledge Payment——A Configuration Analysis Based on CCC-B Framework[J]. Library and Information Service, 2020 , 64(1) : 120 -130 . DOI: 10.13266/j.issn.0252-3116.2020.01.015

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