Path Analysis Of The Influence Of Subjective Well-being Of Users On Knowledge Payment Behavior

2016 is regarded as the "first year of Knowledge Payment",in which major knowledge payment platforms launched paid products,such as voice Q & a platform "Fenda" and knowledge products "get",the entry of a large number of users and capital accelerates the development of the knowledge payment industry,which is regarded as a valuable and sustainable content monetization model.However,there are still some problems in the knowledge payment platform,such as low repurchasing rate and low class completion rate.The "learning XXX in a few minutes" series courses have also been criticized by many parties."Group anxiety" is regarded as a marketing stunt for knowledge payment,social and Internet have also been circulating "selling anxiety","consumer sentiment" of the query.Therefore,exploring the impact of users' subjective well-being on knowledge payment behavior can help to understand why users pay,improve user experience,improve paid content,and increase platform revenue,as well as the promotion knowledge payment industry healthy sustainable development has the urgent practical significance.Based on the Technology Acceptance Model(TAM),this study investigates the influence of User's subjective well-being on knowledge payment behavior,and analyzes whether and how user's subjective well-being has significant influence on knowledge payment behavior intention,and whether perceived usefulness and perceived ease of use enhance or weaken the effect of subjective well-being of users on their intention to pay for knowledge.This research adopts two methods: in-depth interview and Questionnaire Survey.Firstly,we conducted in-depth interviews and exploratory research on knowledge payment users' use emotion and use behavior.The author interviewed a total of 14 knowledge paying users,recorded the whole interview process and extracted key information;secondly,in the course of the questionnaire survey,the author based on the previous research design theory model and related variables,and through the questionnaire star website distribution questionnaire,carries on the empirical research.A total of 604 questionnaires were distributed and 604 questionnaires were collected,of which 572 were valid and the efficiency was 94.7%.SPSS25.0 and Amos24.0were used to analyze the data.The results show that the subjective well-being of users has a significant impact on their intention to pay for knowledge.Positive emotion and life satisfaction have significant positive influence on the perceived usefulness ofknowledge payment,while negative emotion has significant negative influence on theperceived usability of knowledge payment Positive emotion and life satisfaction have no significant direct influence on knowledge payment intention,but negative emotion has significant direct and positive influence on knowledge payment intention.Moreover,the perceived usefulness and perceived ease of use of knowledge payment have mediating effect.Among them,perceived usefulness has a complete mediating effect between positive emotion and behavioral intention,and perceived usefulness has a complete mediating effect between life satisfaction and behavioral intention,perceived ease of use partially mediates between negative emotions and behavioral intentions.Gender and monthly income have significant influence on users' intention to pay for knowledge,among which,women's intention to pay for knowledge is significantly higher than men's,and monthly income has significant positive influence on users' intention to pay for knowledge.Based on the results of this study,the following inspirations can be drawn: firstly,we should pay attention to the influence of subjective well-being of users on their consumption decision-making behavior,and pay attention to the influence of spiritual culture consumption,focus on innovation and diffusion;third,focus on the impact of subjective well-being on consumer decision-making behavior,facing up to the limitations of the impact;fourth,the Algorithm to locate deep users,according to the psychological label to develop push strategy;fifth,share the results of subjective well-being of users,and promote the optimization and upgrading of audio and video payment products.Of course,because the influence factors of knowledge payment behavior and users' psychological state are individual differences,and the influence of individual behavior decision is not caused by single factor or single environment,therefore,there are some limitations in the research objects and methods,which need to be further supplemented and improved in the future.