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| From Free to Fee: Exploring Askers Switch Behavior on Online Q&A Platforms from the Perspective of Cognitive Lock-in |
| Zhao Yuxiang1, Liu Zhouying2, Zhu Qinghua2 |
1.School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094
2.School of Information Management, Nanjing University, Nanjing 210023 |
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Abstract The wave of sharing economy promotes the innovation of the knowledge sharing model of the online Q&A platforms, deriving the payment-based mode based on the free mode. The number of users who have gradually increased their participation in the payment-based knowledge Q&A platforms is increasing. Based on the push-pull-mooring model and the status quo bias theory, this study explores the askers’ switch behavior from free- to payment-based knowledge Q&A platforms from the perspective of cognitive lock-in. The results of this study indicate that the askers’ switch intention has a significant positive impact on the switch behavior. In terms of mooring factors, financial cost and cognitive lock-in have significant negative impacts on the askers’ switch intention, whereas the subjective norm has a significant positive impact on the askers’ switch intention. Uncertainty cost, free mentality, and habit positively increase the askers’ cognitive lock-in. In terms of pushing factors, low satisfaction causes the askers to switch from free- to payment-based knowledge Q&A platforms, and has a mediating effect on the relationship between the askers’ cognitive lock-in and switch intention. In terms of pulling factors, perceived relative advantage and financial benefit have significant positive impacts on the askers’ switch intention, and the former construct has no significant mediating effect on the relationship between cognitive lock-in and switch intention. This research enriches the theoretical basis of the askers’ switch behavior from free- to payment-based knowledge Q&A platforms, and provides corresponding suggestions on the management and design of the payment-based knowledge Q&A platforms.
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Received: 26 April 2019
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