The Trajectory of User Payment Behavior in Online Knowledge Communities: A Study Based on Latent Class Growth Model

Abstract

Abstract: The key factor for the success of paid knowledge community is the persistence of users’ payment behavior. However, users’ pay willingness and pay behavior will change as they interact with the knowledge products and the community. Therefore, it is very important to understand how the users’ payment behavior may change over time. In this study, we use the latent category growth model to analyze the payment behavior of users in the knowledge community, depict the development trajectory of users’ payment behavior, and identify several user subgroups (e.g., cautious users, leading users and learning users) in the community according to the heterogeneity of the development trajectory. The results are helpful for managers to understand the roles, missions and evolutionary characteristics of different subgroups in the paid knowledge community, and optimize management strategies accordingly.

Key words: online knowledge community, knowledge payment, subgroup, latent class growth model

Ma Ling, Ding Feng, Li Jia. The Trajectory of User Payment Behavior in Online Knowledge Communities: A Study Based on Latent Class Growth Model[J]. Management Review, 2023, 35(3): 136-147.

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