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.
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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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Gu, J., Liu, L. (2019). Investigating the Determinants of Users’ Willingness to Pay for Answers on Q&A Platforms. In: Stephanidis, C. (eds) HCI International 2019 - Posters. HCII 2019. Communications in Computer and Information Science, vol 1034. Springer, Cham. https://doi.org/10.1007/978-3-030-23525-3_2
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