Research On The Influencing Factors Of College Students' Willingness To Pay For Online Knowledge

With the intensification of competition in the knowledge payment market and the return of users' attitude to rationality,the knowledge payment industry is faced with such problems as the disappearance of demographic dividend and the fatigue of user growth.Under such circumstances,it is necessary to study deeply the willingness of users to pay.College students are an important segment of users who pay for knowledge.As the "Internet aborigines" generation,they are more willing to experience and accept new things,and college students are in an important stage of independent learning and self-improvement,with strong demand for learning.Therefore,this study aims to explore the influencing factors of college students' willingness to pay for knowledge.This study based on the theory of the value of acceptance model(VAM),from the user perceived value perspective,and integrate the rational behavior theory and the theory of customer value,perceived usefulness and perceived playfulness,anxiety relief,perceived fee and subjective norms into variables,build the knowledge payment will influence factors of college students' online study model.On the basis of previous studies,this study compiled a questionnaire on college students' willingness to pay and conducted a survey.Finally,406 questionnaires were collected,among which 363 were valid.This study of the valid questionnaires by SPSS20.0 and AMOS25.0 software reliability test,validity test,common method bias testing,structural equation fitting and hypothesis test,the study found that perceived usefulness,perceived playfulness and subjective norms has a significant positive influence on paying willingness,which most the influence of perceived usefulness,subjective norms followed,perceptual fun minimal impact.Perceived value plays a part of mediating role in the influence of perceived usefulness and subjective norms on payment intention.Play a full intermediary role in perceiving the effect of interestingness on willingness to pay.The effect of anxiety relief and perceived fee on payment intention was not significant.Combined with in-depth interviews and data analysis,this study conducted an in-depth discussion on the influence of different factors on payment intention,and proposed suggestions for the knowledge payment platform based on this,including improving the output capacity of high-quality content,establishing a word-of-mouth communication reward mechanism,and achieving a balance between interestingness and knowledge.