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/).
Cite this article
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 -