The Correlation of Online Social Cognitive Capital Towards Knowledge Transfer Consumer Willingness to Pay: A Case Study

Abstract

The research towards the consumer willingness to pay in the knowledge sharing economy has begun for decades. Related research has shown that the social cognitive capital, or the expected gain of consumer, has a significant correlation towards knowledge exchange consumer willingness to pay. But for there is a difference between knowledge transfer and knowledge exchange, the acquisition and application of knowledge by the consumer. Whether the correlation is same? We use Python and analysis Tencent Classroom, a knowledge payment platform, as a case. But in the major striped sub-marketplace, there is only a moderate correlation between the social cognitive capital and consumer willingness.