Understanding motivational drivers in online paid knowledge consumption: a uses and gratifications approach in China’s digital economy

This study investigates the factors influencing users’ purchase intentions for online paid knowledge (OPK) through the lens of uses and gratification theory while examining the moderating effect of perceived value. The research focuses on China’s rapidly growing OPK market, which has seen significant expansion in recent years. The study uses data from users of Bilibili, a popular video-based knowledge-sharing platform in China; the study employs Partial Least Square-Structural Equation Modeling (PLS-SEM) to test a conceptual model incorporating utilitarian and hedonic motivations. Results indicate that information-seeking, self-presentation, anxiety relief, and achievement needs positively impact purchase intentions for OPK, while convenience and exploration needs do not show significant effects. Furthermore, perceived value moderates the relationship between user motivations and purchase intentions. These findings contribute to the theoretical understanding of OPK consumption behavior and provide practical insights for OPK platform developers and content creators. The study advances knowledge economy research by elucidating the psychological mechanisms driving OPK purchases and highlighting the importance of value perception in this emerging market. Implications for enhancing user engagement and optimizing OPK offerings and directions for future research in this dynamic field are discussed.

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