Research On Influencing Factors Of Knowledge Payment Behavior Of Virtual Community Users

With the development of knowledge economy,people are increasingly aware of the importance of knowledge.At the same time,in the Internet age,people's way of obtaining information and knowledge is also changing.Everyone is enjoying the "dividend" brought by knowledge sharing.These users gather together to form a virtual community,which is an important platform for people's online communication.But information is endless,but people's energy is limited.In the past,the free but inefficient mode of knowledge sharing has gradually been unable to meet people's rapidly increasing cognitive needs,and the scene of knowledge payment in virtual community began to appear.From the latest II media research data,we can see that the market scale of China's knowledge payment industry has developed rapidly since 2017.In the past 2020,the market scale has reached 39.2 billion yuan and is expected to grow to 67.5 billion yuan by the end of 2021.It can be seen that knowledge payment has great potential to rise.If knowledge payment wants to flourish,the key lies in whether it can successfully stimulate users' willingness to pay,so as to make users produce knowledge payment behavior.It is of theoretical and practical significance to study the willingness and behavior of users to pay for knowledge in virtual community.Therefore,this study starts from the users of knowledge payment in virtual community,summarizes the relevant research results of virtual community and knowledge payment on the premise of literature review and reading,and makes a clear analysis of the related concepts that are easily confused with the concept of "knowledge payment".And innovatively combines attachment theory,self-efficacy theory and consumer behavior theory to build a theoretical model and put forward research hypotheses,in order to study the influencing factors of knowledge payment behavior of virtual community users.This study uses questionnaire to collect data,and uses spss26.0 and amos26.0 software to conduct descriptive statistical analysis,reliability and validity analysis and structural equation model analysis on 326 valid data collected,to verify the influence of various factors on knowledge payment behavior of virtual community users.The main conclusions are that the information quality of paid knowledge products has a positive impact on users' perceived fairness.The interaction and identity of users in the virtual community have a positive impact on their trust.User self-efficacy has a positive impact on their individual expectation of results.Users' perceived risk has a negative impact on their willingness to pay for knowledge.Users' perception of fairness,trust and individual outcome expectation have positive effects on willingness to pay.Virtual community users' willingness to pay for knowledge has a positive impact on their payment behavior.According to the research conclusions,this paper also puts forward some strategies to promote the development of knowledge payment in virtual community from the perspective of community and users.First of all,improve the quality of information,with high-quality content to enhance user stickiness.Virtual community can further build personalized services and develop content vertically.Secondly,we should formulate a reasonable pricing strategy to improve the user perception of fairness.In addition,virtual community can strengthen the management of virtual community and improve the user experience.Platform operators should create a good interactive atmosphere in the community,establish and improve the user feedback mechanism,promote members to have a sense of belonging and identity to the community,so as to enhance their sense of trust and encourage users to voluntarily pay for knowledge in the community.Finally,optimize the system design to improve user self-efficacy.The platform of virtual community should improve the function of the community,optimize the system design,and enhance the confidence of users to complete the knowledge payment behavior,so as to make users feel that the knowledge payment can meet their expectations to a certain extent.At the same time,users can improve their subjective initiative and make better use of knowledge products or services.Based on the research conclusion and relevant suggestions,the paper puts forward the limitations of the research and the future prospects.