Online paid knowledge(OPK) has become very popular since online knowledge platforms have been undergoing a tremendous transformation from providing online free knowledge to OPK. Trust is vital because knowledge is subjective and OPK requires consumers to invest money, time and effort. This study focuses on factors that drive consumers’ trust since OPK creates a new revenue source for both knowledge platforms and knowledge providers. Drawing on customer value theory, we propose that consumers’ perceptions of customer value influence trust. We examine six value relevant factors extracted from three dimensions of customer value: functional (knowledge quality and price utility), emotional (perceived enjoyment and anxiety relief), and social value (social knowledge-image expression and social relationship support). Survey data was analyzed and hypotheses were tested with structural equation modeling(SEM). The results indicate that functional, emotional, and social value contribute significantly to trust. The findings and implications are discussed.
Su, Luyan; Zhang, Ruijian; Li, Ying; and Li, Wenli, "What Drives Trust in Online Paid Knowledge? The Role of Customer Value" (2018). PACIS 2018 Proceedings. 38.