Research On The Factors Affecting The Purchase Willingness Of Knowledge-paid Products

With the development of the mobile Internet,knowledge payment as a form of sharing economy has become a new mode of information interaction.In 2016,it was called “the first year of knowledge payment for Chinese Internet”.During the year,a large number of land-based knowledge payment platforms emerged,and a number of applications,such as answering and knowing,also launched online knowledge-paid content.Nowadays,the number of users paying for knowledge has already exceeded 50 million,and the transaction amount in the knowledge payment field is more than 60 billion yuan.As a representative of the new students,college students are the groups that are easy to accept new things.They are the main consumer groups for knowledge payment.The attitudes and purchasing attitudes of college students for knowledge-paid products will directly affect the development of knowledge-paying industries.Therefore,the research on the influencing factors of college students' willingness to purchase knowledge-paid products has practical significance.In order to let the knowledge payment platform better understand the purchasing decision-making psychology of college students,this study mainly studies the influencing factors and mechanism of college students' willingness to purchase knowledge-paid products,and explores the mechanism of purchasing different types of knowledge-paying products.The difference in the background.This paper takes the perceived usefulness and attitude as the starting point,integrates the theoretical model of planning behavior and the model of technology acceptance,and proposes a conceptual model of the factors affecting the purchase intention of knowledge-paid products.Among them,six variables related to perceived usefulness and attitude,such as subjective norms,information quality,cognitive needs,perceived cost,perceived interaction and perceived risk,are used as latent variables to satisfy the willingness to buy behavioral variables and explore variables.Relationship between.Based on the measurement scales and survey results of the existing research,a new scale was designed.Some students from 8 universities in Wuhan,including Zhongnan University of Economics and Law,were selected to conduct a survey to establish a structural equation model to determine the willingness to purchase.The mechanism of action between factors.Through investigation and analysis,this paper draws the following conclusions: 1.The direct influencing factors of purchase intention are perceived usefulness and attitude.Information quality,perceived risk,perceived cost,interactivity and subjective normative can only affect the perceived usefulness and attitude.Indirect influence on the willingness to purchase.Among them,information quality,perceived interaction and subjective norms affect the perceived usefulness.Perceived risk and perceived cost have a negative impact on attitudes.At the same time,the study found that the higher the quality of information,the lower the perceived risk.Second,perceived interaction and perceived risk have a greater impact on the willingness to purchase online educational products.Finally,this paper puts forward the following suggestions for the development of knowledge payment platform: First,strengthen the interactive communication mechanism of knowledge payment platform;Second,improve the quality of knowledge payment products;Third,build knowledge payment product content pricing and follow-up service mechanism.