Factors Influencing Users’ Payment Decisions Regarding Knowledge Products on the Short-Form Video Platform: A Case of Knowledge-Sharing on TikTok
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
TikTok, as a leading short video platform, has attracted many users, and the resulting attention generates immense business value as a platform to diffuse knowledge. As a qualitative and explorative approach, this study reviews the knowledge payment industry and discusses the influential factors of users’ payment decisions regarding knowledge products on TikTok. By conducting in-depth interviews with ten participants and observing 95 knowledge providers’ videos, we find that TikTok has significant business potential in the knowledge payment industry. By using the ATLAS. ti software to code the data collected from these interviews, this study finds that demander characteristics (personal needs), product characteristics (product quality), provider characteristics (the key opinion leader effect), and platform characteristics (platform management) are the four core categories that influence users’ payment decisions regarding knowledge products on TikTok. A theoretical model consisting of the ten variables of emotional needs, professional needs, quality, price, helpfulness, value, charisma, user trust, service guarantee, and scarcity is proposed based on the grounded theory. The theoretical and practical implications of the study findings are also discussed.
Abstract
TikTok, as a leading short video platform, has attracted many users, and the resulting attention generates immense business value as a platform to diffuse knowledge. As a qualitative and explorative approach, this study reviews the knowledge payment industry and discusses the influential factors of users’ payment decisions regarding knowledge products on TikTok. By conducting in-depth interviews with ten participants and observing 95 knowledge providers’ videos, we find that TikTok has significant business potential in the knowledge payment industry. By using the ATLAS. ti software to code the data collected from these interviews, this study finds that demander characteristics (personal needs), product characteristics (product quality), provider characteristics (the key opinion leader effect), and platform characteristics (platform management) are the four core categories that influence users’ payment decisions regarding knowledge products on TikTok. A theoretical model consisting of the ten variables of emotional needs, professional needs, quality, price, helpfulness, value, charisma, user trust, service guarantee, and scarcity is proposed based on the grounded theory. The theoretical and practical implications of the study findings are also discussed.
참고문헌 (33)
- Alavi, M., "Knowledge management and knowledge management systems : Conceptual foundations and research issues", MIS Quarterly, 25(1), pp.107~136 (2001)
- Angel, F., "TikTok and education: Discovering knowledge through learning videos", 2021 English International Conference on eDemocracy and eGovernment, pp.172~176 (2021)
- Bock, G. W., "Behavioral intention formation in knowledge sharing : Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate", MIS Quarterly, 29(1), pp.87~111 (2015)
- Cai, S., "Paying for knowledge: Why people paying for live broadcasts in online knowledge sharing community?", 2018 Proceedings of the Pacific Asia Conference on Information Systems, pp.286~298 (2018)
- Charmaz, K., "The SAGE handbook of interview research: The complexity of the craft", pp.347~365 (2012), SAGE
- "Dorain Taylor website" (2008)[URL]
- Dyer, G., "Is TikTok the next social media frontier for medicine?", AEM Education and Training, 5(3), pp.1~4 (2020)
- Fiallos, A., "Tiktok and education: Discovering knowledge through learning videos", 2021 Eighth International Conference on democracy & eGovernment, pp.172~176 (2021), IEEE
- "TikTok statistics-revenue, users and engagement stats" (2021)[URL]
- Hara, N., "IT support for communities of practice:How public defenders learn about winning and losing in court", Journal of the American Society for Information Science and Technology, 58(1), pp.76~87 (2007)
- Hua, R., "The 'short' trend of knowledge dissemination in the digital age : Based on Weibo", Home Drama, 4, pp.233~235 (2019)
- 황호민, "팀 내외의 사회적 자본이 R&D 성과에 미치는 영향: 지식공유의 매개효과", 지식경영연구, 20(3), pp.49~71 (2019), 한국지식경영학회[DOI]
- 황인호, "지식 미공유 원인 완화 연구: 목표 공유, 가치 일치, 업무 상호의존성의 역할", 지식경영연구, 23(3), pp.231~258 (2022), 한국지식경영학회[DOI]
- "iiMedia Research" (2021)[URL]
- "TikTok revenue and usage statistics (2021)" (2020)[URL]
- 장현용, "온라인 교육 수용 환경에서 시니어들의 디지털 행동 이해: 근거이론 적용", 지식경영연구, 21(2), pp.77~100 (2020), 한국지식경영학회[DOI]
- 이성경, "원격의료 서비스 실행과정에서의 이해관계자 이슈 분석: 근거이론 접근", 지식경영연구, 21(4), pp.1~19 (2020), 한국지식경영학회[DOI]
- Li, J., "Research on the influencing factors of user's online knowledge consumption behavior", Procedia Computer Science, 122, pp.174~179 (2017)
- Mann, C., "Internet communication and qualitative research: A handbook for researching online" (2000), Sage
- 박상철, "문헌 고찰을 위한 근거이론방법의 활용: 디지털 환경에서의 그림자 노동 개념 도출1", 지식경영연구, 20(2), pp.183~195 (2019), 한국지식경영학회[DOI]
- 박상철, "디지털 기술 환경에서의 그림자 노동 메커니즘 규명 연구", 경영학연구, 49(1), pp.31~50 (2020), 한국경영학회[DOI]
- Radin, A. G., "TikTok: An emergent opportunity for teaching and learning science communication online", Journal of Microbiology & Biology Education, 23(1), pp.e00236~ (2022)
- 성병욱, "무엇이 정보시스템 프로젝트 일정을 지연시키는가?", 지식경영연구, 22(1), pp.1~19 (2021), 한국지식경영학회[DOI]
- Shi, X., "Exploring payment behavior for live courses in social Q&A communities : An information foraging perspective", Information Processing & Management, 57(4), pp.1~16 (2020)
- 신선진, "지식관리시스템에서의 지식공유에 대한 영향요인과 성과 간의 구조적 관계에 관한 연구", 지식경영연구, 9(2), pp.87~107 (2008), 한국지식경영학회[DOI]
- Strauss, A., "Basics of qualitative research" (1990), Sage Publications
- Wang, C., "Innovation path of short knowledge videos in 5G generation: Base on TikTok platform", pp.68~70 (2021), View on Publishing
- Wasko, M. M., "Why should I share? Examining social capital and knowledge contribution in electronic networks of practice", MIS Quarterly, 29(1), pp.35~57 (2015)
- Wiesche, M., "Grounded theory methodology in information systems research", MIS Quarterly, 41(3), pp.685~701 (2017)
- Yin, R. K., "Case study research: Design and methods" (2003), Sage Publications
- Yu, G. M., "Online knowledge payment : Main types, main structures and development models", China Academic Journal Electronic Publishing House, 5, pp.6~11 (2017)
- Zhang, J., "From free to paid : Customer expertise and customer satisfaction on knowledge payment platforms", Decision Support Systems, 127, pp.1~11 (2019)
- Zhao, Y., "How knowledge contributor characteristics and reputation affect user Payment decision in paid Q&A? An empirical analysis from the perspective of trust theory", Electronic Commerce Research and Applications, 31, pp.1~11 (2018)