A Study of Factors Influencing Customers' Online Knowledge Purchase Intention in the Context of Live-Streaming

With the information explosion and the advent of the era of knowledge economy, knowledge payment has ushered in a new stage of progress in the context of the prevalence of live streaming. However, the connections between trust (including trust in seller and trust in platform), perceived fee, perceived risk, perceived value and intention to purchase remain unclear. Additionally, the study of knowledge payment is rarely discussed in the context of living streaming environment. Thus, this research is dedicated to probing the relationships between trust, perceived fee, perceived risk, perceived value and intention to purchase, using the Value-Based Adoption Model (VAM). Firstly, factors influencing customers’ purchase intention and their relationships are discussed. Secondly, recommendations are provided for current living-streaming platforms to capture the needs of customers by improving the knowledge payment experience. The results of the study are as follows: (a) Trust and perceived fee have a negative influence on perceived risk and perceived value respectively; (b) Perceived usefulness and perceived value have a positive influence on perceived value and intention to purchase respectively. (c) Perceived risk has a negative influence on perceived value. Regarding the contribution, the paper provides a new research perspective on factors affecting willingness to pay in the area of knowledge payment, which broadens the research scope of knowledge payment.