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Investigating the Determinants of Users’ Willingness to Pay for Answers on Q&A Platforms

  • Jia GuEmail author
  • Lili Liu
Conference paper
Part of the Communications in Computer and Information Science book series (CCIS, volume 1034)

Abstract

Charging for answers on Q&A platforms is gaining popularity in Mainland China. For the purpose of making profit, understanding the determinants of users’ willingness to pay for answers is crucial for Q&A platforms, yet remains unclear. To narrow the research gap, this study develops an extended UTAUT framework, which integrates trust and long tail effect. In particular, the impacts of seven antecedents are empirically investigated, including performance expectancy, effort expectancy, social influence, facilitating conditions, trust towards answer providers, trust towards the Q&A platform, and long tail effect. Data was collected from 123 Chinese Q&A platform users (all of them have paid for answers) and analyzed with SPSS 22.0. Findings indicate that users’ willingness to pay is positively influenced by performance expectancy, facilitating conditions, trust towards the Q&A platform, and long tail effect. The potential theoretical and practical contributions are discussed.

Keywords

Q&A platforms Unified Theory of Acceptance and Use of Technology (UTAUT) Trust Long tail effect Willingness to pay 

Notes

Acknowledgement

This study was supported by the Fundamental Research Funds for the Central Universities: No. NR2018002 awarded to second author and the Creative Studio of Electronic Commerce in Nanjing University of Aeronautics and Astronautics.

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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.College of Economics and ManagementNanjing University of Aeronautics and AstronauticsNanjingChina

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