In the rapidly evolving landscape of digital entrepreneurship, the online knowledge payment (OKP) ecosystem has emerged as a transformative arena where knowledge is commodified and monetized through various digital platforms. A recent study by Gao and Hassan delves deep into the mechanisms of persuasion and user participation within this burgeoning sector, employing the Elaboration Likelihood Model (ELM) as a theoretical backbone to classify and analyze diverse OKP business models. This study offers valuable insights not only for platform developers striving to enhance user engagement but also for content creators navigating the complex dynamics of online knowledge commodification.
At the heart of this research lies a classification of five major OKP business models, each characterized by differing reliance on central and peripheral routes of persuasion as postulated by the ELM framework. By dissecting these models, the researchers provide actionable guidance for practitioners seeking to optimize content design and delivery strategies. The distinction between central and peripheral cues in persuasion is critical: platforms emphasizing central cues prioritize professionalism, clarity, and substantive knowledge transmission, whereas those leveraging peripheral cues focus on emotional resonance, interactivity, and entertainment value. This dichotomy is exemplified in contrasting platform types such as paid Q&A forums and recorded courses versus live broadcasts and audio-based content.
The study underscores the importance of professionalism and clarity for platforms rooted in recorded courses or paid Q&A models. In such settings, users expect content to be meticulously curated and delivered with academic rigor and clear structuring. This emphasis on the central route to persuasion aligns with cognitive theories suggesting that when users are motivated and able to process information critically, the quality of the content itself becomes the pivotal factor driving engagement and retention. For these platforms, precision in content accuracy and systematic presentation greatly influences user trust and willingness to invest financially in knowledge acquisition.
Conversely, live broadcasts and audio-based platforms typically harness more peripheral routes of persuasion. These models prioritize emotional appeal, charisma, and interactive engagement to foster a sense of connection between the creator and the audience. Here, the persuasive mechanism relies less on the depth of content and more on the performer’s delivery style, tone, and real-time interaction capabilities. Features such as real-time question-answer sessions, dynamic visual overlays, and emotive storytelling play a crucial role in capturing and sustaining user attention. This strategy taps into the affective domain of user experience, where emotional resonance can lead to stronger parasocial relationships and higher engagement rates.
For grassroots content creators, understanding this dual-route persuasion framework is instrumental in tailoring strategies that can yield high engagement even in the absence of a strong brand presence. By balancing professionalism with interactive elements, creators can forge authentic connections with their audiences and enhance the perceived value of their offerings. The study illuminates how such nuanced understanding can empower creators to develop differentiated approaches that resonate with diverse user preferences, thereby expanding their reach within competitive digital marketplaces.
A critical dimension explored by the study involves the integration of OKP modalities with existing social platforms such as Douyin (TikTok’s Chinese counterpart) and YouTube. This fusion offers unprecedented opportunities to convert social interactions into monetizable knowledge transactions. Social platforms equipped with built-in content discovery algorithms and large, diverse user bases provide fertile ground for the proliferation of OKP offerings. By embedding OKP services within these ecosystems, entrepreneurs can leverage viral content mechanics, user-generated data, and social validation processes to accelerate the diffusion of paid knowledge products.
Despite its comprehensive approach, the research acknowledges several limitations that merit consideration. The datasets utilized for bibliometric analysis were limited to English-language journal articles indexed in Web of Science and Scopus, potentially skewing the representation away from predominant East Asian markets where OKP is particularly vigorous. This linguistic and regional bias highlights the urgent need for future research to incorporate multilingual sources and examine diverse cultural contexts more closely, thereby enriching the global understanding of OKP dynamics.
Moreover, the theoretical classification based on ELM, while robust, simplifies the intricate persuasion mechanisms involved in real-world OKP platforms. User behavior tracking, employed for empirical validation, captures observable interactions but may overlook internal cognitive and affective processes that underpin decision-making. This gap signals an avenue for more granular experimental methodologies to dissect how central and peripheral cues dynamically influence user engagement across different platform architectures and content genres.
Another notable shortcoming pertains to the insufficient differentiation among platform types, cultural backgrounds, and demographic segments within the study’s scope. Such diversity factors profoundly impact user interaction patterns, preferences, and susceptibility to various persuasive strategies. Future investigations should adopt intersectional analytical frameworks to unpack how variables like age, education level, cultural norms, and platform design collectively shape user experiences and consumption behaviors in the OKP ecosystem.
Furthermore, the bibliometric focus on research trends and content structures does not adequately address user experience factors such as interface design, usability, and technological affordances. These elements are crucial in mediating how knowledge is consumed and valued, influencing conversion rates and sustained participation. Innovating in these areas could enhance the intuitiveness and emotional engagement of OKP platforms, providing users with seamless, satisfying encounters that promote loyalty and advocacy.
Looking forward, the study recommends several promising directions for advancing OKP scholarship and practice. Experimental research testing the differential effectiveness of central and peripheral persuasive cues across varying OKP formats stands out as a priority. Such investigations can validate and refine the theoretical model, generating precise recommendations tailored to specific content types and audience segments. Rigorous experimentation will also help determine optimal content structures, delivery modalities, and interactive elements that maximize user motivation and retention.
Technological innovation emerges as another fertile frontier, with artificial intelligence, blockchain, augmented reality (AR), virtual reality (VR), and sentiment analysis technologies offering transformative potential yet notably underrepresented in current scholarship. AI could enable personalized learning trajectories and real-time adaptive feedback, while blockchain’s immutable ledgers promise secure, transparent transaction records and intellectual property protection. AR and VR stand to revolutionize immersive learning experiences by fusing knowledge acquisition with interactive sensory environments. Sentiment analysis can provide nuanced insights into user emotional states, guiding dynamic content adjustments. Integrating these technologies may redefine the boundaries between learning and social interaction within hybrid OKP models.
The study also highlights a significant research void concerning cultural and regional variability in OKP behavior. Predominantly focused on China and the United States, existing studies insufficiently address the complexities introduced by multilingual, emerging markets and subcultural contexts. Cross-cultural research employing comparative, ethnographic, and data-driven approaches can elucidate the diverse socio-technical frameworks that underpin user engagement globally, fostering inclusive design principles and localized business strategies.
A particularly understudied format within OKP is audio-based learning. The research points out the need for focused exploration into how auditory elements such as intonation, fluency, and parasocial interaction influence trust-building and cognitive processing in audio learning environments. Theories from media psychology, affective computing, and auditory cognition offer promising lenses to deepen understanding of these dynamics. As audio consumption—via podcasts, audiobooks, and live audio rooms—continues to surge, elucidating these mechanisms will be critical to designing compelling, effective audio knowledge products.
Finally, the study advocates for cross-theoretical integration to capture the increasingly multimodal and immersive nature of platform interactions. Combining ELM with models like the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and Stimulus-Organism-Response (SOR) frameworks can enrich conceptualizations of user behavior by encompassing motivational, technological, and emotional dimensions. This holistic approach can better inform the development of persuasive knowledge consumption frameworks that adapt fluidly to evolving user needs and technological landscapes.
In sum, Gao and Hassan’s investigation into online knowledge payment provides a timely, theoretically grounded, and practically relevant contribution to understanding digital knowledge economies. Their dual-route perspective clarifies critical nuances in persuasion strategies across OKP platforms while identifying significant gaps and future opportunities. As digital knowledge commodification accelerates globally, such integrative, forward-looking research will be indispensable for designing platforms that not only facilitate monetization but also foster meaningful, sustained knowledge engagement.
The ongoing convergence of technology, culture, and commerce within OKP underscores the importance of adaptive, user-centric innovation driven by empirical insight and theoretical rigor. By advancing the science of persuasion and participation in the online knowledge economy, researchers and practitioners alike can better harness the potential of digital platforms to democratize learning, empower creators, and enrich user experiences worldwide. As this dynamic field matures, interdisciplinary collaboration and methodological diversification will be key to unlocking new paradigms of knowledge exchange fit for the digital age.
Subject of Research: Online Knowledge Payment (OKP) Ecosystem and User Persuasion Mechanisms
Article Title: Exploring persuasion and participation in online knowledge payment – a dual-route perspective
Article References:
GAO, J., Hassan, S.H. Exploring persuasion and participation in online knowledge payment – a dual-route perspective.
Humanit Soc Sci Commun, 12, 1170 (2025). https://doi.org/10.1057/s41599-025-05431-5
Image Credits: AI Generated
