Research on Users' Willingness to Pay for Knowledge in Domestic Online Q&A Platforms from the Individual-Community Perspective

[Purpose/Significance] This paper explores the influencing factors of users' willingness to pay for knowledge in online question-answering platforms from the perspective of individual-community, and provides theoretical references for the sustainable development of knowledge payment platform from the perspective of user research. [Method/Process] In this paper, the technology acceptance model and perceived value theory were combined to construct a theoretical model. Relevant data were collected through questionnaire survey, and reliability and validity tests and structural equation model analysis were conducted by using SPSS, AMOS and other softwares, and the research hypotheses were verified according to the analysis results. [Result/Conclusion] The research results verify the feasibility of the theoretical model and study the path coefficient of influencing factors of online Q&A users' willingness to pay. Perceived usefulness, practical value, hedonic value, economic cost and interpersonal influence have positive effects on users' willingness to pay for knowledge.