An Empirical Research On The User Gratification Of Paying For English-learning Contents Among Students

According to the research report issued by Erie Consulting,the scale of China's knowledge-based payment industry will reach 23.5 billion yuan by 2020.Online English education in China will develop rapidly under the Internet environment.Online English education for students has been launched one after another,pointing the pain point of realizing marketing to the field of knowledge-based payment.Based on the use and satisfaction theory framework and the mature Chinese consumer behavior satisfaction index model,this paper constructs a research model on the satisfaction of students with paid products using English knowledge,puts forward corresponding research hypotheses,and synthesizes the literature research method and questionnaire survey method.The data of this study are derived from the data of students' groups.Based on 377 valid samples obtained from the questionnaire,this paper uses SPSS data analysis software to analyze and explain the user satisfaction of student groups.It mainly uses descriptive statistical analysis,independent sample t-test,variance analysis and correlation analysis to analyze the current situation of using English-related knowledge payment products,user satisfaction and user satisfaction of student groups.Finally,some suggestions are put forward for the future development and improvement of English knowledge payment products.The results show that there are some demographic differences in the use of English-related knowledge payment products among students.Among the factors of education,gender,students' origin and economic status,only educational background has significant differences in the impact of user satisfaction,while the other three have no significant differences.In the overall research framework,perceived quality,brand image,motivation,and society have no significant differences.Seven major factors,including traffic factor,user expectation,user trust and user participation,positively affect user satisfaction.These results indicate that improving the content and service quality of paid products for English knowledge,maintaining a good brand image,paying attention to the usage habits and current situation of students,focusing on the motivation of users' students and starting with their social purposes,enhancing the trust and ease of use of products can effectively improve the user satisfaction of students' groups.Thus,it can improve the Chinese students' habit of using English online learning and cultivate their awareness of learning,so as to form a benign interaction and cycle of online and offline English learning and education,and play a positive role in creating a good environment for online English education in China.The innovations of this study lie in two aspects: first,on the basis of using and satisfying,the CCSI model of Chinese consumer behavior satisfaction index is introduced to measure "satisfaction" operationally,which makes up for the difficulty of measuring "satisfaction" in the theory of using and satisfying,and also provides a new research perspective for measuring user satisfaction with knowledge-based payment products;second,the CCSI model is introduced to measure customer satisfaction with knowledge-based payment products.On the basis of the traditional satisfaction model,this paper constructs a user satisfaction model for students using English-based knowledge-based payment products,studies and identifies eight potential variables,which are measurable in detail,forms a user satisfaction questionnaire,and finally carries out a specific and sufficient test hypothesis to test and verify some of the hypotheses.