Configurational analysis of negative purchase intention of online paid knowledge - evidence from China

Following a period of rapid development in China, the knowledge payment industry is confronted with challenges such as declining repurchase rates. Exploring the negative purchase intention of online paid knowledge can aid in identifying the underlying causes of user attrition, thereby offering both theoretical underpinnings and practical insights for industry development. Focusing on the Chinese knowledge payment market, we introduce a novel variable, content type, and propose a conceptual model of negative purchase intention of online paid knowledge comprising six antecedent variables at three levels. We collected 375 samples using the questionnaire method and analysed the data using fuzzy-set qualitative comparative analysis (fsQCA). Through this method, we identify five sets of antecedent configurations and alternative relationships among the factors contributing to consumers' negative intentions to purchase. Finally, we offer corresponding suggestions for the identified configurations to provide guidance for knowledge payment platform managers.