{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,13]],"date-time":"2026-02-13T23:38:17Z","timestamp":1771025897996,"version":"3.50.1"},"reference-count":34,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2021,4,1]],"date-time":"2021-04-01T00:00:00Z","timestamp":1617235200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["K"],"published-print":{"date-parts":[[2022,1,5]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to research the price strategies of online knowledge payment product by considering network externality in the C2C sharing economy.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Considering the characteristics of online knowledge goods and the social network externality of consumers, this study establishes a consumer utility function. On this basis, a multistage game pricing model of online knowledge products is established based on three kinds of network price strategies under a completely competitive market structure. It also analyzes the influence of consumer social network structure and consumer utility on online knowledge product pricing and producer profit, as well as the influence of consumer quantity and discount rate on pricing strategy.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The consumer social network and consumer utility affect the pricing of online knowledge product under different price strategies. In the growth period of the platform, adopting the price discrimination strategy, the profit of producers is significantly higher than that of other price strategies, and producers should choose effective price strategies for reasonable pricing in combination with their own sales objectives.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study enriches the literature on the pricing model of online knowledge payment product and owns a practical significance to guide the knowledge producers\u2019 marketing strategies to increase profit.<\/jats:p><\/jats:sec>","DOI":"10.1108\/k-11-2020-0756","type":"journal-article","created":{"date-parts":[[2021,4,9]],"date-time":"2021-04-09T13:45:42Z","timestamp":1617975942000},"page":"31-51","source":"Crossref","is-referenced-by-count":11,"title":["The optimal pricing model of online knowledge payment goods in C2C sharing economy"],"prefix":"10.1108","volume":"51","author":[{"given":"Yi","family":"Qu","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Zhengkui","family":"Lin","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xiaonan","family":"Zhang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2021,4,1]]},"reference":[{"issue":"1","key":"key2022051013000834300_ref001","first-page":"72","article-title":"Social media for knowledge-sharing: a systematic literature review","volume":"37","year":"2019","journal-title":"Telematics and Informatics"},{"issue":"1","key":"key2022051013000834300_ref002","first-page":"218","article-title":"Network games","volume":"77","year":"2010","journal-title":"Review of Economic Studies"},{"issue":"2","key":"key2022051013000834300_ref003","doi-asserted-by":"crossref","first-page":"218","DOI":"10.1287\/mksc.2014.0894","article-title":"Pricing information goods: a strategic analysis of the selling and pay-per-use mechanisms","volume":"34","year":"2015","journal-title":"Marketing Science"},{"issue":"5","key":"key2022051013000834300_ref004","doi-asserted-by":"crossref","first-page":"1403","DOI":"10.1111\/j.1468-0262.2006.00709.x","article-title":"Who's who in networks. 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