| With the development of the knowledge sharing economy(KSE),sharing knowledge,experiences and skills has become a global trend.Firstly,this research proposed a new conceptual model of knowledge supply chain based on "knowledge supplier-online knowledge payment platform-knowledge consumer" in the sharing economy.Then,this research explored the key factors that affect consumers’ purchasing decision in the KSE.By integrating social cognitive and social capital theories,this research developed a theoretical model that explains the purchase decision mechanism in KSE,considering both environmental factors and individual factors.777 cases were crawled from a Chinese KSE platform to test the research model.The results confirm the positive effects of structural social capital and knowledge service quality on purchase decision,and the negative moderating roles of knowledge price and public opinion.In summary,this study gives a complete understanding of purchase behavior in the KSE,and provides new knowledge in the field of knowledge management with notions in e-commerce.The conclusions will also be of interest to experts in practices. |
