A Study of Young Chinese Intentions to Purchase "Online Paid Knowledge": An Extended Technological Acceptance Model.

ABSTRACT: Under the catalysis of knowledge anxiety and cognitive surplus, knowledge sharing platforms has experienced rapid growth, which has accelerated the integration of knowledge resources online. As with all new successful and sustainable business products, the consumers will play an important role in the future development of online paid knowledge. Therefore, we constructed an extended technological acceptance model by examining factors that influence young Chinese people's willingness to pay for online paid knowledge. The study surveyed 405 young Chinese participants, in which the extended technological acceptance model was tested by using structural equation modeling. Findings indicate that perceived ease of use is positively associated with perceived usefulness and associated attitudes, whe

SUBMITTER: Xu A 

PROVIDER: S-EPMC8255359 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature