Research On The Influence Of Knowledge Characteristics And Perceived Risk On College Students' Willingness To Pay For Knowledge

In recent years,knowledge economy,as a kind of Internet economy,has received extensive attention.The industry of knowledge economy is booming,and the platform of knowledge payment keeps emerging.As the largest potential users of knowledge payment industry,college students play an important role in guiding the development of knowledge payment.When analyzing the existing literature,this dissertation finds that most of the researches focus on the platform,the personal characteristics of opinion leaders and the emotions of users,and little attention is paid to the core of knowledge payment--knowledge characteristics.The characteristics of knowledge are the core of knowledge products,which can significantly affect college students' willingness to pay.Meanwhile,as the product of Internet economy,Internet risks are also the key to affect college students' willingness to pay.Therefore,this dissertation takes college students as the research object,and holds that it is necessary to study the characteristics of knowledge and perceived risk from the perspectives of knowledge management and perceived risk in order to improve users' willingness to pay for knowledge.In this regard,this article builds a research model based on the theory of perceived value,perceived risk,and social exchange.The purpose of this study is to discover the factors that affect college students 'willingness to pay for knowledge through theoretical research,explore the relationship between these factors,and their purchases among college students The role played in decision-making mainly analyzes two questions:(1)What factors in the dimensions of knowledge characteristics and perceived risk have an impact on the willingness of college students to pay for knowledge?(2)Among the factors that affect college students 'willingness to pay for knowledge,what is the relationship between them?This dissertation uses a combination of qualitative research and quantitative research to study the factors that affect the willingness of college students to pay for knowledge.By combing the literature,the research in this dissertation includes three dimensions of knowledge characteristics: knowledge value-added,knowledge innovation,and knowledge professionalism;two dimensions of perceived risk: time risk and privacy risk;and perceived value and willingness to pay for knowledge.To explore how knowledge characteristics and perceived risk have an impact on college students' willingness to pay for knowledge and perceived value,and whether perceived value has a medium effect in it.A total of 383 valid college student questionnaires were collected through questionnaire surveys.SPSS 22.0 and Mplus7.0 data analysis software were used for statistical analysis of the collected questionnaires.The research results show that knowledge characteristics have a significant positive impact on college students' willingness to pay for knowledge,and a significant positive impact on perceived value.In addition to the value-added of knowledge,perceived value has an intermediary role between the characteristics of knowledge and the willingness to pay for knowledge.Among the perceived risks,time risk only has a significant presence in the direct relationship between college students' willingness to pay for knowledge,and is contrary to the assumptions;Privacy risk has a significant negative impact on college students 'willingness to pay for knowledge,and a significant negative impact on perceived value.Perceived value has an intermediary role between privacy risk and willingness to pay for knowledge.Perceived value has a significant positive effect on college students' willingness to pay for knowledge.This research proposes the impact of the inherent characteristics of knowledge on the willingness of college students to pay for knowledge from the perspective of knowledge management,enriches the theoretical system of perceived value,and expands the perspective of research on knowledge payment.In practice,it provides a reference for users to choose knowledge payment products.Provide reasonable suggestions on how knowledge payment platforms can improve the willingness of college students and other users to pay.