Information Adoption Patterns and Online Knowledge Payment Behavior: The Moderating Role of Product Type

Abstract

The development of online knowledge payment platforms in recent years has increased their respective market value by nurturing content resources and improving content ecology. Yet, the underlying factors of knowledge seekers’ payment behaviors and their information adoption mechanisms are poorly understood. Based on the information adoption model, this study develops a research model to examine the relationship between information adoption patterns and knowledge seekers’ payment behavior, and explore the moderating effect of product type on this relationship. To test the research model and hypotheses, we used a multi-analytic approach combining text and regression analysis on a sample of 4366 social Q&A data collected from Quora+ between August 2021 and August 2022. We further classified the product types into utilitarian and hedonic, and compared the differences in influence paths between product types. The results show that the completeness, vividness, and relevance of the product description have a significant positive impact on knowledge payment behavior. The reputation, experience, and integrity of the knowledge provider have a positive impact on knowledge payment behavior. Compared to utilitarian knowledge products, the payment behavior for hedonic products is more related to the reputation and experience of the knowledge provider. This study provides insights into the factors that influence online knowledge payment behavior and practical guidance for the development of online knowledge payment services and platforms.