How knowledge contributor characteristics and reputation affect user payment decision in paid Q&A? An empirical analysis from the perspective of trust theory

In China, a growing number of Q&A platforms begin to provide paid knowledge services. Trust is a critical factor in user online payment decision, and it also applies to online paid Q&A context where questioners and knowledge contributors are strangers. However, what factors contribute to trust-building and can drive payment decision of questioners remain unknown. In this paper, we explore this question from the perspective of knowledge contributor characteristics and their reputation on the paid Q&A platform, and examine how price moderates the relationship between trust and payment decision. We use negative binomial panel regression model to analyze the data crawled from Zhihu.com and find that knowledge contributors' reputation and two trustworthiness attributes (ability and integrity) positively influence user payment decision, but benevolence is not influential. Besides, price positively moderates the relationship between user trust and payment decision. Corresponding suggestions are put forward, and theoretical and managerial implications are discussed.