基于感知价值及动机理论的付费知识持续贡献行为研究——以知乎 Live 为例

Purpose/significance] With the advent of the era of paid knowledge, how to encouragehigh-quality content creators to contribute paid knowledge actively has become a problem for social Q&Acommunity needs. Research on users continuous knowledge contributing behavior is conductive to open newknowledge-paying market, and has practical significance for community long-term development. [Method/process] This paper regarded the social Q&A community Zhihu Live speaker as the research object. Basedon motivation theory and perceived value theory, we explored the impact of social Q&A community userspaid knowledge contributing continuously factor through the negative binomial regression of real user data.[Result/conclusion] Live material rewards, psychological rewards, social capital, and the identity of the payfor knowledge concept have a significant positive impact, and the cost of knowledge compilation and usersidentity in community groups have a significant negative impact. High-threshold paid knowledge contributingbehavior is not conducive to users altruistic beliefs and self-efficacy.