A Causal Configuration Analysis of Payment Decision Drivers in Paid Q&A

Abstract Purpose This paper examines factors of payment decision as well as the role each factor plays in casual configurations leading to high payment intention under systematic and heuristic information processing routes. Design/methodology/approach Based on heuristic-systematic model (HSM), we propose a configurational analytic framework to investigate complex casual relationships between influencing factors and payment decision. In line with this approach, we use fuzzy-set qualitative comparative analysis (fsQCA) to analyze data crawled from Zhihu.com. Findings The number of previous consultations is a necessary element in all five equivalent configurations which lead to high intention in payment decision. The heuristic processing route plays a core role while the systematic processing route plays a peripheral role in payment decision-making process. Research limitations Research is limited in that moderating effect of professional fields has not been considered in the framework. Practical implications Configurations in results can assist managers of knowledge communities and paid Q&A service providers in the management of information elements to motivate more payment decision. Originality/value This paper is one of the few studies to apply HSM theory and fsQCA method with respect to the payment decision in paid Q&A.