Exploring payment behavior for live courses in social Q&A communities: An information foraging perspective

作者：

Highlights：

• Social endorsement strongly negatively moderates the relationship between willingness to pay and payment behavior.

• Perceived quality of free content, perceived credibility of content creators, and perceived quantity of participants positively influence users’ willingness to pay.

• Perceived likeability of content creators has no significant influence on users’ willingness to pay.

• The relationship between perceived likeability of content creators and willingness to pay could be mediated by perceived credibility of content creators.

摘要

•Social endorsement strongly negatively moderates the relationship between willingness to pay and payment behavior.•Perceived quality of free content, perceived credibility of content creators, and perceived quantity of participants positively influence users’ willingness to pay.•Perceived likeability of content creators has no significant influence on users’ willingness to pay.•The relationship between perceived likeability of content creators and willingness to pay could be mediated by perceived credibility of content creators.

论文关键词：Social Q&A community,Payment behavior,Live course,Systematic cues,Heuristic cues,Social endorsement

论文评审过程：Received 10 October 2019, Revised 20 January 2020, Accepted 11 March 2020, Available online 29 March 2020, Version of Record 29 March 2020.

论文官网地址：https://doi.org/10.1016/j.ipm.2020.102241