Abstract: [Purpose/significance] With the rapid iteration of mobile internet, after the virtual community launches knowledge payment products, changes in community incentive policies break the existing knowledge-sharing model, these are beneficial to solve users’negative sharing predicament. [Method/process] Based on the motivation theory and the quality onion model, this paper constructeda virtual community pay-per-view knowledge sharing model. Then, this paper took the knowledge of its own paid product as an example to discover the key features of knowledge payment products, namely, professional knowledge, ease of use improves efficiency and usefulness promotes itself. [Result/conclusion] The study finds that the introduction of paid knowledge helps to explain the dilemmas of users sharing negatively; the key features and qualities of knowledge payment are consistent with the knowledge, motivation and technical characteristics of onion models. So, this research has theoretical and practical value for the construction and development of knowledge payment platform.
Keywords: virtual community; knowledge sharing; incentive theory; knowledge payment; online Zhihulive