Understanding the discontinuance of paid knowledge products: the roles of post-usage attitudes and goal orientations
Why this work is in the frame
A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.
Bibliographic record
Abstract
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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Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.004 | 0.003 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.001 |
| Science and technology studies | 0.000 | 0.001 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.001 | 0.001 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it