Research On Influencing Factors Of Consumers' Intention To Use Under Multi-role Intervention

In the study of consumer behavior,consumer roles are subdivided into three different roles: user,buyer,and payer.As the basic unit of society,family provides an important perspective for understanding complex consumer behavior.It is an important research direction to clarify the influencing factors and mechanism of multiple roles of consumers in the family decision-making environment,so as to understand consumer behavior more systematically.This paper takes K12 online education platform as an example to explore the influence mechanism of buyers' intention to use under the intervention of multiple roles of consumers.On the basis of previous researches on information system acceptance and family consumption decision,a research model was constructed,which took the content quality,teaching interaction and platform care of the platform system as the quality variables,and perceived usefulness and perceived ease of use as the perception variables.The user preference and the payer preference were taken as the mediating variables,and the buyer's willingness to use was taken as the dependent variable.SPSS statistical software and AMOS were used to analyze the questionnaire data to present the influence mechanism of buyers' willingness to use in the process of household consumption decision-making.The study found that the children's age and achievement,the parents' income and education are directly proportional to the degree of democracy of family decision-making.K12 online education platform is more recognized by post-80 s parents.Family K12 online education investment shows a bipolar effect.Part of the hypothesis of this study has been verified.The content quality of K12 online education platform positively affects the perceived usefulness and perceived ease of use of purchasers.The teaching interaction of K12 online education platform positively affects the perceived usefulness of buyers.The buyer's perceived usefulness positively affects the user's tendency.The perceived usefulness of buyers positively affects the propensity of payers.Perceived ease of use positively affects perceived usefulness;The buyer's perceived usefulness positively affects the intention to use.The user tendency mediates between the buyer's perceived usefulness and willingness to use.