The Influence Mechanism of Willingness to Pay for Knowledge in Social Q&A Community from the Perspective of Dual-Trust
[Purpose/significance]This study aims to explore the impact of interpersonal trust generated by social Q&A community on users'willingness to pay for knowledge,which can help establish users'cognitive and emotional trust in knowledge producers and in-crease their willingness to pay.[Method/process]Based on the theory of interpersonal trust,this paper constructed a theoretical model of the influencing factors of users'willingness to pay for knowledge from two dimensions:cognitive trust and affective trust in knowl-edge producers.Using operational data from the paid consulting section of Zhihu community,the model was validated and analyzed.[Result/conclusion]The study finds that users'cognitive trust in knowledge respondents'ability,reliability,and professionalism,as well as their affective trust represented by user sentiment,significantly and positively affect users'willingness to pay;price negatively moderates the impact of trust in ability and professionalism on willingness to pay;the knowledge domain of knowledge respondents has a significant moderating effect on the relationship between knowledge respondents'ability,reliability,user sentiment and users'will-ingness to pay.[Innovation/limitation]This paper reveals the influence mechanism of user trust on their willingness to pay for knowl-edge in social Q&A community from cognitive and affective perspectives,and enriches the application of interpersonal trust theory in knowledge payment scenario.Additionally,it provides valuable insights for improving users'willingness to pay by exploring the moder-ating effect of price and knowledge domain on the relationship between trust and users'willingness to pay for knowledge.
social Q&A communitycognitive trustaffective trustwillingness to pay for knowledgepaid priceknowledge domain
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