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2021 , Vol. 65 >Issue 13: 44 - 54

DOI: https://doi.org/10.13266/j.issn.0252-3116.2021.13.005

INFORMATION RESEARCH

A Meta-analysis Research on Influencing Factors and Moderating Variables of Online Users' Willingness to Pay for Knowledge

  • Lu Heng ,
  • Zhang Xiangxian ,
  • Xiao Bin ,
  • Liu Yisheng
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  • School of Management, Jilin University, Changchun 130022

Received date: 2021-01-11

  Revised date: 2021-04-11

  Online published: 2021-07-10

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Abstract

[Purpose/significance] Exploring the influencing factors of online users' willingness to pay for knowledge is of great significance to the construction and sustainable development of the knowledge payment platform. However, there are inconsistencies between the empirical results of the existing literature.[Method/process] This paper used meta-analysis method and fixed effects model to conduct a comprehensive analysis of 40 empirical research documents and 14,452 independent samples related to the willingness to pay for online users' knowledge at home and abroad. First, based on the content-context-consciousness framework, the key factors affecting the willingness to pay for knowledge were summarized and identified. Second, the effect of moderating variables was tested by heterogeneity test and subgroup analysis.[Result/conclusion] The results show that the factors that significantly affect online users' willingness to pay for knowledge can be divided into three categories:content, context, and consciousness, including 25 independent variables. Among them, the perceived cost significantly negatively affects users' willingness to pay for knowledge, and the other variables have significant positive effects. Factors that are highly relevant to the willingness to pay for knowledge include demand, experience, perceived professionalism, reliability, perceived knowledge quality, perceived interest, perceived benefits, and payment attitude. At the same time, the study identified the moderating effects of the characteristics of the subjects, and found that whether users have knowledge payment experience is part of the source of the heterogeneity of different studies.

Key words： meta-analysis; knowledge payment; influencing factors; correlation; moderating effect

Cite this article

Lu Heng , Zhang Xiangxian , Xiao Bin , Liu Yisheng . A Meta-analysis Research on Influencing Factors and Moderating Variables of Online Users' Willingness to Pay for Knowledge[J]. Library and Information Service, 2021 , 65(13) : 44 -54 . DOI: 10.13266/j.issn.0252-3116.2021.13.005

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