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

In the knowledge economy era, access to health knowledge via online health platforms has become increasingly popular. This paper aims to explore the impact of relevant characteristics on users’ intention of paying for health knowledge. Based on the perceived value theory and S-O-R model, we propose the research model consisting of knowledge characteristics and platform characteristics as stimuli, perceived value as organism, and purchase intention as response. A total of 432 valid questionnaires is collected, and analyzed using SmartPLS3.0 software. Our results show that regarding knowledge characteristics, knowledge rarity has no significant influence on perceived value, and knowledge personalization positively affects utilitarian value and hedonic value; regarding platform characteristics, both platform information quality and platform service quality positively influence utilitarian value and hedonic value; both utilitarian value and hedonic value have positive effects on purchase intention. And the partial mediation role of perceived value is tested. Research findings and implications are discussed as well.