The Moderating Role of Social Media Use on Paid Knowledge Consumption Intention in China: A Generation Z Perspective

With social media becoming a dominant platform, its use is frequently explored as a variable in various research contexts. Generation Z, being the digital natives, is deeply connected to social media, which has a considerable influence on their behaviors. This study examines Paid Knowledge Consumption (PKC), an emerging method of acquiring knowledge, and applies the Theory of Planned Behavior (TPB) to assess whether social media usage moderates Generation Zs intention toward PKC. Specifically, the study investigates the moderating role of social media use in the relationships between attitude, social norms, perceived behavioral control, and intention to engage in PKC. Data were collected from a sample of 211 Generation Z respondents using a quantitative research approach. Regression and moderation analyses were conducted after confirming model fit indices and Cronbach's alpha reliability. The regression analysis indicated that attitude, social norms, and perceived behavioral control significantly influenced PKC intention. However, the moderation analysis revealed that social media usage did not significantly moderate the relationship between the independent variables (attitude, social norms, perceived behavioral control) and PKC intention. These findings suggest that social media use does not affect Generation Z's intention to engage in PKC through its influence on these key factors.