Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/152694
Title: Study of online celebrities who sell knowledge : perceived attractiveness and users willingness to pay
Authors: Chen, Xiaoyu
Keywords: Library and information science::Knowledge management
Issue Date: 2021
Publisher: Nanyang Technological University
Source: Chen, X. (2021). Study of online celebrities who sell knowledge : perceived attractiveness and users willingness to pay. Doctoral thesis, Nanyang Technological University, Singapore. https://hdl.handle.net/10356/152694
Abstract: This thesis studies China’s emerging online celebrities —“Knowledge Wanghong”—who sell self-created knowledge products to users on digital platforms. Although they can attract numerous users to pay for knowledge products, the understanding of how and to what extent the perceived attractiveness of Knowledge Wanghong motivates users’ willingness to pay is limited. Motivated by this, the thesis draws upon a social informatics perspective to investigate the antecedents of the perceived attractiveness of Knowledge Wanghong according to their characteristics and social interactions with users, and explicate the effects of the perceived attractiveness on users’ willingness to pay. Three research objectives are proposed: (1) to shed light on the characteristics of Knowledge Wanghong by comparing the attributes of knowledge products across different online identity types, (2) to identify and validate the antecedents of the perceived attractiveness of Knowledge Wanghong according to their characteristics and social interactions with users, (3) to examine the direct and indirect effects of the perceived attractiveness on users’ willingness to pay. The first objective was addressed using a unique data set containing 2,617 Knowledge Wanghong’s self-portraits and attributes of knowledge products. After that, semi-structured interviews with Knowledge Wanghong and an online survey of paid users were employed to address the last two objectives. Developing a typology with four online identities—mentor, broker, storyteller and geek—among Knowledge Wanghong, the thesis suggests that the duration, frequency and diversity of knowledge products sold differ across the four types. Three antecedents—perceived professionalism, perceived familiarity, and perceived intimacy—are significant to the perceived attractiveness of Knowledge Wanghong, albeit with varying importance. The perceived attractiveness can directly affect users’ willingness to pay, or indirectly through the role of users’ attachment to Knowledge Wanghong.
URI: https://hdl.handle.net/10356/152694
DOI: 10.32657/10356/152694
Rights: This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).
Fulltext Permission: embargo_20230914
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Theses

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  Until 2023-09-14
Final version of PhD thesis2.6 MBAdobe PDFUnder embargo until Sep 14, 2023

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