ABSTRACT
This chapter focuses on the impact of knowledge celebrities on users’ willingness to pay for knowledge. It presents two sets of results. The first set is derived from a quantitative survey conducted among users who have paid for knowledge. The aim is to understand the influence of perceived attractiveness of knowledge celebrities and users’ attachment to them on their willingness to pay. The second set of results is based on semi-structured interviews with 15 users who have experience with knowledge payment. These interviews shed light on the relationship between users’ attachment and their payment preference (pay-before-consumption or pay-after-consumption). Finally, the chapter concludes by summarizing the findings.
