Title: Configurational analysis of negative purchase intention of online paid knowledge - evidence from China

Authors: Yanhui Song; Deyu Min; Shiji Chen

Addresses: School of Management, Hangzhou Dianzi University, Hangzhou 410018, China ' School of Management, Hangzhou Dianzi University, Hangzhou 410018, China ' Chinese Academy of Science and Education Evaluation, Hangzhou Dianzi University, Hangzhou 410018, China

Abstract: Following a period of rapid development in China, the knowledge payment industry is confronted with challenges such as declining repurchase rates. Exploring the negative purchase intention of online paid knowledge can aid in identifying the underlying causes of user attrition, thereby offering both theoretical underpinnings and practical insights for industry development. Focusing on the Chinese knowledge payment market, we introduce a novel variable, content type, and propose a conceptual model of negative purchase intention of online paid knowledge comprising six antecedent variables at three levels. We collected 375 samples using the questionnaire method and analysed the data using fuzzy-set qualitative comparative analysis (fsQCA). Through this method, we identify five sets of antecedent configurations and alternative relationships among the factors contributing to consumers' negative intentions to purchase. Finally, we offer corresponding suggestions for the identified configurations to provide guidance for knowledge payment platform managers.

Keywords: online knowledge payment; negative purchase intention; configuration perspective; fsQCA; Chinese knowledge payment platforms.

DOI: 10.1504/IJMC.2025.149386

International Journal of Mobile Communications, 2025 Vol.26 No.4, pp.463 - 495

Accepted: 06 Sep 2024
Published online: 28 Oct 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article