Research On The Influencing Factors Of Highly Educated Female User Churn Behavior In The Knowledge Payment Platform

With the rise of the sharing economy concept and various knowledge payment models,knowledge payment has become a new outlet for the Internet.However,current knowledge payment platforms have problems such as low user stickiness and serious churn.Therefore,it is necessary to explore the factors that affect user churn.Based on the Push-Pull-Mooring model and the Stimulus-Organism-Response model,this paper constructs a conceptual model of the influence factors.Firstly,We use structural equation model and AMOS software to test hypothesis and use the PROCESS plug-in to analyze the mediation effect on 433 responses collected from highly educated women users to understand the user churn influence factors and the degree of each influence factors under the knowledge payment model.Secondly,the fsQCA method was used to analyze the combination of antecedent variables that affected the highly educated women users churn.Finally,the results of structural equation and fsQCA are compared and influence factors of highly educated female users churn are discussed from multiple perspectives.The findings show that the structural equation method is effective and 15 hypotheses are valid.That is to say,the quality of information has a positive impact on demand matching and perceived usefulness;opinion leader influence has a positive impact on perceived interest;service quality has a positive impact on satisfaction;use cost has a negative impact on satisfaction;substitute attractiveness has a negative impact on demand matching;convenience has a positive impact on user churn;subjective norms,intellectual property awareness,usage habits,transfer costs,satisfaction,demand matching,perceived interest,and perceived usefulness all have a negative impact on user churn.The test of mediating effect show that the five variables of external stimulus can affect the behavior of users churn directly as well as through mediating variables.According to the method of fsQCA,there are 5 configurations that can trigger users churn behavior in the external stimulus S related to the mediating variables.The most important configuration is low information quality*low service quality*low opinion leader influence.Among the external stimulus factors S unrelated to the mediating variables,there are 6 configurations that can trigger users churn.The most important configuration is low intellectual property awareness*high transfer cost*usage habits.Among the individual state factors O,there are three configurations that can trigger users churn behavior,and the most important configuration is low demand matching.Finally,this article puts forward some suggestions that can improve users stickiness and reduce users churn rate for knowledge payment platforms.