Title: Examining the factors affecting users' payment intention of video knowledge products

Authors: Tao Zhou; Yuanjie Li

Addresses: School of Management, Hangzhou Dianzi University, Hangzhou, 310018, China ' School of Management, Hangzhou Dianzi University, Hangzhou, 310018, China

Abstract: Compared to traditional knowledge products, video knowledge products can present an interactive and immersive experience, which has promoted their wide adoption among users. However, users often lack the payment intention, which may hinder the sustainable development of video platforms. Integrating social cognitive theory and social capital theory, this research examined the factors affecting users' payment intention of video knowledge products. 372 valid responses were collected and analysed using structural equation modelling. The results indicate that knowledge anxiety, relational capital, cognitive capital, perceived social mobility and flow experience significantly affect users' payment intention. Among them, knowledge anxiety has the largest effect. The results imply that platforms need to mitigate users' knowledge anxiety and develop social capital in order to facilitate their payment intention.

Keywords: video knowledge products; payment intention; knowledge anxiety; social capital; flow experience.

DOI: 10.1504/IJMC.2024.136628

International Journal of Mobile Communications, 2024 Vol.23 No.2, pp.223 - 238

Received: 19 Feb 2022
Accepted: 01 May 2022
Published online: 09 Feb 2024 *

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