Factors that affect asker's pay intention in trilateral payment‐based social Q&A platforms: From a benefit and cost perspective

More and more social Q&A platforms are launching a new business model to monetize online knowledge. This monetizing process introduces a more complicated cost and benefit tradeoff to users, especially for askers' concerns. Much of the previous research was conducted in the context of free‐based Q&A platform, which hardly explains the triggers that motivate askers' pay intention. Based on the theories of social exchange and social capital, this study aims to identify and examine the antecedents of askers' pay intention from the perspective of benefit and cost. We empirically test our predictions based on survey data collected from 322 actual askers in a well‐known trilateral payment‐based social Q&A platform in China. The results by partial least squares (PLS) analysis indicate that besides noneconomic benefits including self‐enhancement, social support, and entertainment, financial factors such as cost and benefit have significant influences on the perceived value of using trilateral payment‐based Q&A platforms. More important, we further identify that the effect of financial benefit is moderated by perceived reciprocity belief, and the effect of perceived value is moderated by perceived trust in answerers. Our findings contribute to the previous literature by proposing a theoretical model that explains askers' behavioral intention, and the practical implications for payment‐based Q&A service providers and participants.