Research On The Behavior Of Knowledge Payment Users From The Perspective Of Platform Governance

As a new way of knowledge acquisition,knowledge payment aroused widespread concern by the academia.Scholars have carried out various theoretical and empirical researches on knowledge payment,summarized the concept,background,development status and mode of knowledge payment,put forward the development trend of knowledge payment to knowledge service,and found that the information from knowledge providers,knowledge products and generated by knowledge acquirers in the knowledge payment platform has an impact on user participation behavior.But these researches are essentially based on the knowledge sharing community,without paying attention to the bridge role of knowledge payment platform and platform governance strategy.As an important part of the ecosystem,knowledge payment platform can attract knowledge providers to participate in platform governance through incentive measures,help knowledge collectors to select products through constraint measures,and actively build a platform socialized governance system with social collaboration,user participation and science and technology support.In order to study the knowledge payment deeply,make up for the lack of existing platform governance research,this paper takes Zhihu live,a unicorn enterprise based on the development of Q&A community,as the research object and conducts a series of empirical studies as follows:(1)The Influence of Online Social Capital on the Participation Behavior of Knowledge Payment.Based on social capital theory,this paper explores the impact of online social capital directly related to knowledge payment on the participation of knowledge acquirers.It is found that the online social capital represented by the hosting experience has a significant positive impact on the participation behavior of knowledge users;the interested number of knowledge payment products plays an mediation role in this process,that is,the hosting experience can not only directly affect the user behavior,but also affect the knowledge participants' attention to knowledge payment products,and then affect the final payment decision.Price negatively moderates this mediation process.(2)Research on the influencing factors of knowledge payment users' participation behavior.Based on the signal theory and heuristic-systematic model,this paper constructs a research model of influencing factors of knowledge payment users' participation behavior with multiple signal sources and dual information processing paths.According to the signal sources,the signals in knowledge payment can be divided into three categories: knowledge payment products,knowledge providers and knowledge payment platforms.According to the different processing methods,it can be divided into two paths: heuristic information processing and systematic information processing.By analyzing the data captured from the website,the results show that the information from knowledge providers and knowledge payment products is processed in a systematic way,which has a significant impact on acquirers' payment behavior;the signal from the knowledge payment platform is processed in a heuristic way,which does not directly affect their willingness to pay,but moderates the systematic processing.On the whole,based on the trust to the platform,heuristic signal is dominant and has a weakening effect on systematic signal.(3)Research on the impact of certification mark on the effect of paid knowledge sharing.Starting from the previous part of the research,we continue to focus on the research of platform authentication identity.In order to control other variables,we only focus on the relationship between authentication identity and knowledge sharing effect,and use the propensity score matching method to explore the effect of authentication identity.The results show that there is no significant relationship between personal certification and paid knowledge sharing effect,and there is a significant relationship between excellent respondents and paid knowledge sharing effect.Through exploring the influence of the governance strategies of encouragement and restriction of knowledge payment platform on the behavior of knowledge payment users,and discussing the causal relationship and function route among them,which is helpful to guide knowledge provider and knowledge acquirer to better participate in knowledge payment,and also provides the direction for the continuous structure optimization and in-depth platform governance of knowledge payment platform.