INFORMATION RESEARCH

Research on Influencing Factors of Users’ Continuous Online Knowledge Payment Behavior: Moderating Effect of Free Mentality

  • Lu Yanqiang ,
  • Wang Zheng
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  • 1. School of Economics and Management, Huzhou College, Huzhou 313002;
    2. Northwest University School of Public Maragement, Xi'an 710127

Received date: 2022-05-26

  Revised date: 2022-09-18

  Online published: 2022-12-27

Abstract

[Purpose/Significance] The scale of the online payment for knowledge market is expanding year by year, but the proportion of users who continue to pay for knowledge is declining, which seriously restricts the development of online knowledge payment platforms. Research on the factors that influence the continuous online payment for knowledge is of great significance to the survival of the knowledge payment platform. [Method/Process] Based on ECM-ISC, a theoretical model of the factors influencing users’ continuous online knowledge payment behavior was constructed. Use the structural equation model to analyze the collected samples. [Result/Conclusion] Continuance payment intention and the perceptual behavior control both positively and significantly affect continuance payment behavior; free mentality plays a negative role in the adjustment of satisfaction, perceived usefulness and continuance payment intention, and negatively affects continuance payment intention; subjective norms, satisfaction and perceived usefulness, behavior attitudes all positively and significantly affect continuance payment intention; subjective norms are positively and significantly affected by interpersonal influence and external influence; expectation confirmation respectively positively and significantly affects perceived usefulness and satisfaction.

Cite this article

Lu Yanqiang , Wang Zheng . Research on Influencing Factors of Users’ Continuous Online Knowledge Payment Behavior: Moderating Effect of Free Mentality[J]. Library and Information Service, 2022 , 66(24) : 39 -50 . DOI: 10.13266/j.issn.0252-3116.2022.24.004

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