Empirical Study on Consumer's Intention to Purchase Knowledge Services A Trial Perspective

[Purpose/Significance] Knowledge payment has become a new emerging model of knowledge sharing in the era of mobile big data. This study integrated expectation confirmation theory and the theory of perceived value to construct a research model of factors that influenced consumer's intention to purchase the paid-knowledge service form the trial perceptive. Our research would help to further understand consumer's knowledge purchase behavior. It also provided references and suggestions for the design and optimization of the trial strategy for the knowledge service providers. [Method/ Process] Based on survey method, 282 valid samples were collected. These data then used with structural question modeling technique to test the research model and all the hypotheses related. [Result/Conclusion] The results found that utilitarian value and hedonic value had significant positive impact on consumer's trial satisfaction on paid-knowledge service, but trial cost did not. Price fairness had positive effect on consumer's purchase intention, however, trial satisfaction could not directly translate into consumer's purchase intention. Furthermore, price fairness mediated the relationship between trial satisfaction and purchase intention.