Empirical Study on Users' Knowledge Purchase Intention for Virtual Community postprint

Abstract: [Purpose/significance] To explore the influencing factors of user's purchase intention for knowledge of virtual community, will help to understand the knowledge payment behavior of users in virtual community, and help knowledge creators and virtual community service providers to understand user's needs. This paper aims to improve the quality of knowledge and optimize the allocation of resources to provide reference.[Method/process] Based on the theory of perceived value, this paper studies the knowledge payment behavior of virtual community users, constructs the structural equation model of knowledge payment, reveals the key factors and the mechanism that affect the user's knowledge payment, and uses the questionnaire survey method to collect 321 valid samples Data. Then it uses partial least squares structural equation model method to analyze the data.[Result/conclusion] The perceived value of virtual community users significantly affects their purchase intention. Perceived benefit (perceived usefulness and perceived trust) significantly affect perceived value. Perceived sacrifice (perceived risk and perceived cost) has a significant negative impact on perceived value. The perceived value is completely mediated by perceived gains and perceived benefit and sacrifice. The word of mouth negatively moderates the perceived value to the purchase intention.