Skip to main page content
U.S. flag

An official website of the United States government

Dot gov

The .gov means it’s official.
Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

Https

The site is secure.
The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Access keys NCBI Homepage MyNCBI Homepage Main Content Main Navigation
. 2021 Jun 21:12:695600.
doi: 10.3389/fpsyg.2021.695600. eCollection 2021.

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

Aiting Xu  1 , Wei Li  1 , Zhiyu Chen  1 , Shouzhen Zeng  2 , Llopis-Albert Carlos  3 , Yuhan Zhu  1
Affiliations

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

Aiting Xu et al. Front Psychol. .

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, whereas perceived usefulness and attitude is positively associated with purchase intention. Perceived risk and group conformity are found to indirectly affect consumers' willingness to pay. The study advances the current body of knowledge by empirically testing the impact of perceived risk and the role of cultural influence (group conformity) on purchasing intention. Finally, theoretical and practical implications are discussed.

Keywords: cross-cultural psychology; online paid knowledge; perceived risk theory; purchase intention; structural equation model; technology acceptance model.

PubMed Disclaimer

Conflict of interest statement

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Figures

Figure 1
Figure 1
The frame diagram of the research work.
Figure 2
Figure 2
Hypothesis testing results. *p < 0.05, **p < 0.01, ***p < 0.001.
Figure 3
Figure 3
Research model.
See this image and copyright information in PMC

References

    1. Aaker J., Benetmartinez V., Garolera J. (2001). Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs. J. Pers. Soc. Psychol. 81, 492–508. 10.1037/0022-3514.81.3.492 - DOI - PubMed
    1. Ab Hamid M. R., Sami W., Mohmad Sidek M. H. (2017). Discriminant validity assessment: use of fornell & larcker criterion versus HTMT criterion. J. Phys. 890:012163. 10.1088/1742-6596/890/1/012163 - DOI
    1. Abdullah F., Ward R., Ahmed E. (2016). Investigating the influence of the most commonly used external variables of TAM on students' Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) of e-portfolios. Comput. Human Behav. 63, 75–90. 10.1016/j.chb.2016.05.014 - DOI
    1. Agag G., El-Masry A. A. (2016). Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: an integration of innovation diffusion theory and TAM with trust. Comput. Human Behav. 60, 97–111. 10.1016/j.chb.2016.02.038 - DOI
    1. Ajzen I. (1987). Attitudes, traits, and actions: dispositional prediction of behavior in personality and social psychology. Adv. Exp. Soc. Psychol. 20, 1–63. 10.1016/S0065-2601(08)60411-6 - DOI