Understanding the discontinuance of paid knowledge products: the roles of post-usage attitudes and goal orientations
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Notice bibliographique
Résumé
Purpose Paid knowledge products have become prevalent on online platforms; however, consumers’ discontinued consumption has plagued paid knowledge platforms, and the factors affecting user discontinuance have not been fully investigated. This study examined how users’ post-usage attitudes toward knowledge products were associated with their discontinuance intention and how the associations were moderated by users’ goal orientations. Design/methodology/approach In this cross-sectional study, 352 users of paid knowledge products completed online surveys. Hierarchical multiple regression analysis was used to examine the effects of post-usage attitudes and goal orientation on post-purchase discontinuance intention. Findings The results showed that users’ post-usage attitudes toward self-improvement were negatively associated with discontinuance intention, whereas users’ attitudes toward self-image and conformity to subjective norms were positively associated with discontinuance intention. Simultaneously, learning goal orientation weakened the negative relationship between self-improvement attitudes and discontinuance intention, whereas performance-oriented goal orientation strengthened the positive relationship between self-image attitudes and discontinuance intention. Originality/value This study advances the literature on paid knowledge consumption by identifying consumer post-usage attitudes driven by their pre-usage expectations, including self-improvement, self-image and conformity with norms. In addition, this study extends the expectation disconfirmation theory (EDT), which postulates a positive relationship between post-usage attitudes and user continuance by highlighting the intrinsic and extrinsic nature of user expectations as a boundary condition. Consistent with EDT, users with positive attitudes toward intrinsically driven self-improvement were less likely to discontinue their use. However, in contrast to EDT, users with positive attitudes about extrinsically driven self-image and conformity to norms are more likely to discontinue use. These findings have important implications for practitioners designing different paid knowledge products and retaining users with distinct expectations.
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Prédiction distillée sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Apprise à partir de 10 348 étiquettes directes de Codex et de 10 348 étiquettes directes de Gemma. Le mode candidate est l'union des têtes enseignantes seuillées; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont ni des étiquettes humaines ni des étiquettes directes de modèles de pointe.
Scores Codex et Gemma par catégorie
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,004 | 0,003 |
| Méta-épidémiologie (sens strict) | 0,000 | 0,000 |
| Méta-épidémiologie (sens large) | 0,000 | 0,000 |
| Bibliométrie | 0,000 | 0,001 |
| Études des sciences et des technologies | 0,000 | 0,001 |
| Communication savante | 0,000 | 0,000 |
| Science ouverte | 0,001 | 0,001 |
| Intégrité de la recherche | 0,000 | 0,000 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,000 | 0,000 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découle