The Research About The Users Of Knowledge Paid Platforms In The Time Of New Media

From the user's point of view,this paper summarizes the learning psychology and behavioral drivers by quantitative analysis and research on the psychological needs,consumption habits and learning tendencies of knowledge payers,using the research methods such as literature analysis,questionnaire and in-depth interview,combining rational behavior theory,technology acceptance model theory and some theories related to communication and consumer behavior.Find the pain and dilemma of current knowledge payment,based on the latest business and historical development trajectory,put forward some constructive suggestions and suggestions to help users find problems,help the platform to look to the future,make more in line with the user's expectations and needs of knowledge-paying products,the main conclusions of the study mainly include:(1)The purchase and learning behavior of the users of the knowledge-paying platform is largely to solve the various problems and difficulties encountered in their own work and learning life,such a kind of "subjective norms" demand that can be established and even developed rapidly in society to drive users to produce such psychological needs and ultimately form an important factor influencing the purchase behavior;(2)At present,knowledge-paying users are most dissatisfied with the knowledge-paying industry: overpriced,and knowledge-paying most consumers' income level,money concept,consumption capacity,etc.have a certain contradiction;(3)Knowledge payment platform needs from the user's point of view,from the user's deepest needs,to meet the user's long-term,deep learning behavior,rather than floating on the surface of the "know" type of learning;(4)It is imperative to strengthen the supervision of laws and regulations on all kinds of knowledge-paying platforms and raise the threshold of access to the circulation of paid knowledge in professional fields..