In recent years, knowledge-sharing services in online communities have developed rapidly. These communities enable content creators (speakers) to share knowledge through media such as audio or video, which audiences can pay to listen to. Previous studies mainly focused on users’ purchase motivation or profit maximization, rarely considering how speakers can learn from their past experiences to promote publishing high-quality works. From the social cognitive perspective, we examine the dynamic changes in individual performance as they accumulate success and failure experiences. Data were collected from the Zhihu Live community to empirically test the proposed hypotheses. Our results suggest that speakers’ past success experiences have an N-shaped relationship with their subsequent publishing quality, while failure experiences have an inverted N-shaped impact. Our research contributes to the literature on online paid knowledge, helps better understand the controversy of the learning effect of past experience, and provides mechanism design guidance for platform managers.


Paper Number 1765; Track Economics; Short Paper



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