Abstract
With the rapid development of the mobile Internet, the knowledge payment market has developed rapidly. Due to the short development time, community operators lack an in-depth understanding of user behavior. There are still many problems to solve, like knowledge convergence and poor service. Based on this background, this research combines the Technology Acceptance Model with the D&M information systems success model and incorporates the perceived value theory, Community identity theory, and so on, to construct a research model of user's intention to participate in knowledge payment in the context of virtual brand community. The study found that user community experience factors can significantly affect personal perception, while users' personal perception, such as perceived usefulness and perceived playfulness, can affect users' recognition of the community and thus affect their willingness to pay. Finally, this study puts forward suggestions for the operation managers of the knowledgepaid community.
Recommended Citation
Tang, Yun and Yang, Yongzhong, "Research on the Influencing Factors of Users' Willingness to Pay for Knowledge in the Context of Virtual Brand Community" (2021). ICEB 2021 Proceedings (Nanjing, China). 46.
https://aisel.aisnet.org/iceb2021/46