Measurement items of the variables.

Methods for obtaining valuable knowledge from the vast amount of mixed-quality information have become a top priority for knowledge demanders. As an online knowledge-sharing channel, the socialized question and answer (Q&A) platform provides important support services for knowledge payment. Based on the personal psychological dimensions of users and social capital theory, this paper aims to study the behavior mechanisms of knowledge payment users and examine the significant factors affecting user payment. Our research was conducted in two steps: a qualitative study to find these factors and a research model based on a quantitative study for testing the hypothesis. The results show that the three dimensions of individual psychology are not all positively correlated with cognitive and structural capital. Our results fill a gap in the literature on the formation of social capital in the knowledge payment environment by showing how individual psychological dimensions affect cognitive and structural capital differently. Thus, this study offers effective countermeasures for knowledge producers on social Q&A platforms to better amass their social capital. This research also makes practical recommendations for social Q&A platforms to strengthen the knowledge payment model.

从海量质量参差不齐的信息中获取有价值知识的方法，已成为知识需求者的首要关切。作为在线知识共享渠道，社会化问答（Q&A）平台为知识付费（knowledge payment）提供了重要的支撑服务。本研究基于用户个人心理维度与社会资本理论（social capital theory），旨在剖析知识付费用户的行为机制，并探究影响用户付费行为的关键因素。本研究分为两个阶段开展：首先通过质性研究（qualitative study）挖掘上述影响因素，随后构建基于定量研究（quantitative study）的研究模型以验证研究假设（hypothesis）。研究结果表明，个体心理的三个维度并非均与认知资本（cognitive capital）及结构资本（structural capital）呈正相关关系。本研究揭示了个体心理维度对认知资本与结构资本的差异化影响路径，填补了知识付费场景下社会资本形成相关研究的空白。据此，本研究为社会化问答平台上的知识创作者提供了有效策略，以更好地积累自身社会资本。同时，本研究也为社会化问答平台优化知识付费模式提供了实践层面的参考建议。