Explaining And Predicting Users' Continuance Intention Toward Knowledge Payment: Based On Expectation-confirmation Model

In recent years,the industry of knowledge payment has shown a rapid development trend,and the market size and scale of user are still continuously expanding.However,relevant reports suggest that the industry is seeing a decline in continuance intention of users.For the subject of knowledge payment industry,it is of great practical significance to understand the formation mechanism of users' continuance intention in order to maintain their long-term development.In order to deeply understand the formation mechanism of continuance intention of knowledge payment users,this study explores the salient factors of continuance intention of knowledge payment users through combining the expectation-confirmation model with the perceived enjoyment.Based on existing theories and previous research,6 hypotheses was presented and a theoretical model was formed for examined the relationship between variables.318 valid questionnaires were collected through online channels,and the hypothesis was tested by multiple regression analysis.The results show that perceived usefulness,satisfaction,and perceived enjoyment have direct and significant positive effects on continuance intention of knowledge payment users,among which the direct effects of perceived usefulness on continuance intention of knowledge payment users are the most significant.In addition,confirmation has the indirect effect on continuance intention of knowledge payment users through satisfaction,perceived usefulness,and perceived enjoyment.In conclusion,confirmation,perceived usefulness,perceived enjoyment,and satisfaction are all important factors that affect continuance intention of knowledge payment users.This research has certain theoretical and practical contributions.Through the review of past research results,temporarily finding that there is no scholar combining the ECM and perceived enjoyment to explore the continuance intention of knowledge payment users.moreover,the hypothesis of this study has been examined by the empirical data,the theoretical contribution is that making up for the lack of previous research,and provide the empirical data to support the ECM combined with perceived enjoyment in the context of continuance intention toward service relevant to knowledge payment industry.Our study also provides new perspective for the research to understand the formation mechanism of continuance intention of knowledge payment users through the results.In terms of practical contributions,this study puts forward specific suggestions based on the results,and holds that the subjects of knowledge payment industry can use diversified means of communication to increase the spirit and interest of users in the future,combine online and offline channels to enrich users' useful and sexy knowledge levels;optimize the expectation management mode to create surprises and avoid disappointment.There are some limitations in the objectives,methods,and results of the research,which can be improved and modified by future researchers.