A Study on the Impact of Perceived Risk on Users’ Intention of Knowledge Payment

An Analysis Based on the Mediating Effect of Perceived Value

DOI

10.2991/assehr.k.210513.122How to use a DOI?

Keywords

Functional Risk, Emotional Risk, Perceived Risk, Perceived Value, Knowledge Payment

Abstract

With the development of the theory of sharing economy, the number of Internet knowledge payment products has increased dramatically. Due to the uneven quality of products, the uncertainty of users’ perception has increased, which reduces users’ willingness to pay for online knowledge. At present, researches on knowledge payment behavior mainly focus on the sharing motivation of knowledge providers and the paying motivation of knowledge consumers, and seldom explore the influencing process of users’ knowledge payment willingness from different dimensions of perceived risk. Therefore, the research constructed a research model basing on the perceived risk theory and the perceived value theory, and verifies the research hypothesis through regression analysis. The research findings: functional risk and emotional risk significantly negatively affect the willingness of knowledge payment. At the same time, the mediation analysis also found that functional risk and emotional risk would have an impact on users’ willingness of knowledge payment through perceived value. The research not only explains the influencing factors of the willingness of knowledge payment from the perspective of perceived risk, and has certain practical significance for the management of knowledge payment platform.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Shuiming Jin
PY  - 2021
DA  - 2021/05/14
TI  - A Study on the Impact of Perceived Risk on Users’ Intention of Knowledge Payment
BT  - Proceedings of the 6th International Conference on Education Reform and Modern Management (ERMM 2021)
PB  - Atlantis Press
SP  - 541
EP  - 545
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210513.122
DO  - 10.2991/assehr.k.210513.122
ID  - Jin2021
ER  -