Research on Online Knowledge Payment Behavior Based on the “Face”: A Perspective of Social Currency

This study examines the role of face consciousness in shaping online knowledge payment behavior and its subsequent influence on social currency. Drawing on 498 responses and partial least squares structural equation modeling (PLS-SEM), the findings reveal asymmetric effects of face consciousness on online knowledge payment behavior. Specifically, desire to gain face positively influences online knowledge payment behavior, whereas fear of losing face has a negative effect. Furthermore, online knowledge payment behavior positively affects social currency. The popularity of online paid knowledge products strengthens the positive effect of desire to gain face on online knowledge payment behavior, while weakening the negative effect of fear of losing face on such behavior. The results of the gender-based multi-group analysis further indicate that the negative effect of fear of losing face on online knowledge payment behavior is stronger among female consumers than among male consumers. This study extends research on online knowledge payment behavior by introducing face consciousness as a culturally embedded social evaluation motive. In addition, this study provides practical implications for online knowledge payment platforms expanding into a broader range of digital and cross-cultural market environments to improve user engagement and social interaction.