Li, Yuanlu

Xue, Jiaxin

English

AIS Electronic Library (AISeL)

Association for Information Systems AIS Electronic Library (AISeL) WHICEB 2023 Proceedings Wuhan International Conference on e-Business Summer 5-28-2023 How Knowledge Characteristics and Platform Characteristics Drive Users’ Purchase Intention of Online Paid Health Knowledge? Yuanlu Li Huazhong University of Science and Technology, Wuhan 430074, China Jiaxin Xue Huazhong University of Science and Technology, Wuhan 430074, China Follow this and additional works at: https://aisel.aisnet.org/whiceb2023 Recommended Citation Li, Yuanlu and Xue, Jiaxin, "How Knowledge Characteristics and Platform Characteristics Drive Users’ Purchase Intention of Online Paid Health Knowledge?" (2023). WHICEB 2023 Proceedings . 70. https://aisel.aisnet.org/whiceb2023/70 This material is brought to you by the Wuhan International Conference on e-Business at AIS Electronic Library (AISeL). It has been accepted for inclusion in WHICEB 2023 Proceedings by an authorized administrator of AIS Electronic Library (AISeL). For more information, please contact elibrary@aisnet.org. How Knowledge Characteristics and Platform Characteristics Drive Users’Purchase Intention of Online Paid Health Knowledge?Yuanlu Li1 and Jiaxin Xue21 Huazhong University of Science and Technology, Wuhan 430074, Chinazh-deng@hust.edu.cn(Zhaohua Deng,corresponding author)1. INTRODUCTIONAND RESEARCH QUESTIONSIn the era of knowledge economy, knowledge payment market in China has gradually formed and grown in a few years.Numerous research in antecedent factors of purchase behavior is conducted in different contexts, exploring impacts ofcharacteristics regarding knowledge itself, knowledge contributor and platform. Meanwhile, with the enhancement ofChinese residents’ health awareness and literacy, more and more Internet users are taking the initiative to purchase neededhealth knowledge through various online health platforms (OHPs) such as Good Doctor (online health consultation), Keep(fitness courses), DingXiangMom (knowledge of pregnancy and childbirth). Health knowledge payment has become animportant channel for many online users to alleviate health anxiety and build disease prevention and health promotioncapacity. Most health knowledge payment studies focus on the context of online health consultation. Li et al.[1] foundphysicians’ knowledge contribution and reputation positively affect patient consultation.In order to find more generally applicable factors affecting purchase intention of online health knowledge includingarticles, consultation services, fitness courses and others, this study attempts to explore: (1) What are the main factors ofknowledge itself that affect users’ purchase intention of online health knowledge? (2) What are the main factors of theplatform that affect users’ purchase intention of online health knowledge? (3) How do knowledge characteristics andplatform characteristics drive users’ purchase intention of online paid health knowledge?2. THEORYAND RESEARCH FRAMEWORKBased on the S-O-R model and perceived value, we propose knowledge characteristics (rarity, personalization) andplatform characteristics (information quality, service quality), functioning as external stimuli, positively impact users'perceived value as the organism (utilitarian value, hedonic value), and thus purchase intention. The hypotheses and researchframework are proposed herein (Figure 1).Figure 1. Research frameworkThe dataset is derived from online questionnaires conducted online during May 2022 with the help of Credamo.com. Atotal of 432 valid questionnaires is obtained. we adopt PLS-SEM to assess the measurement model and structural modelusing SmartPLS 3.0 software.3. RESULTSAND MAJOR FINDINGSThis paper reveals the following findings: (1) Knowledge rarity has no significant impact on perceived value, which isnot consistent with previous research on knowledge payment[2]. This may be due to the fact that more and more healthpractitioners offer professional health knowledge products or services, especially during the epidemic period, and the role ofknowledge rarity is mitigated. (2) Knowledge personalization positively affects utilitarian value and hedonic value, which isstill not consistent with existing findings[2], reflecting its crucial impacts on the current OHP users' purchase intention. Mostof popular fields and hot contents are highly standardized and easy to reproduce in the paid field of health knowledge, thusmaking knowledge personalization matters. (3) Platform information quality has positive impacts on utilitarian value andhedonic value. (4) Platform service quality has a positive effect on utilitarian value and hedonic value. (5) Both utilitarianvalue and hedonic value positively affect the OHP users’ intention to purchase health knowledge and the partial mediationrole of perceived value is also supported.Notes: ***: p<0.001, **: p<0.01, *: p<0.05, dotted arrows: not significantFigure 2. Research results4. CONTRIBUTIONSOur research proposes more generally applicable factors from the perspective of knowledge characteristics and platformcharacteristics affecting OHP uses’ perceived value of health knowledge, thus purchase intention. This paper demonstratesthat the framework of S-O-R model and the mediation mechanism of perceived value can be applied to guide future researchon health knowledge payment. For practical implications, OHPs need to reduce the knowledge content homogeneity andduplication through the screening and auditing mechanism. At the same time, users' preferences and needs for healthknowledge can be obtained through reasonable user data analysis, so as to provide users with relatively personalizedknowledge products and services. Besides, it is important to improve the production process of knowledge products,ensuring that the description information of knowledge products is accurate and clear. The active operation of knowledgepayment service system for better service quality and respond efficiency is necessary as well.ACKNOWLEDGEMENTThis research was supported by the National Natural Science Foundation of China under Grant 71971092.REFERENCES1. Li, J., Tang, J., Jiang, L., Yen, D. C., & Liu, X.: Economic Success of Physicians in the Online Consultation Market: ASignaling Theory Perspective. International Journal of Electronic Commerce 23(2), 244–271 (2019).2. Zhou, S., Li, T., Yang, S., & Chen, Y.: What drives consumers’ purchase intention of online paid knowledge? Astimulus-organism-response perspective. Electronic Commerce Research and Applications 52, 101126 (2022).

How Knowledge Characteristics and Platform Characteristics Drive Users’ Purchase Intention of Online Paid Health Knowledge?

https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1002&context=whiceb2023

How Knowledge Characteristics and Platform Characteristics Drive Users’ Purchase Intention of Online Paid Health Knowledge?

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