Research On The Influencing Factors Of Platform Users' Willingness To Pay For Online Knowledge Service

In the age of Internet,knowledge sharing is no longer restricted by geography,time and space,and knowledge has gradually become a mainstream commodity that can be circulated freely in the market.With a platform for providing knowledge services,users can freely choose from different industry experts or other users to get the knowledge they want.On the other hand,users can realize "knowledge realisations" by transferring their own knowledge deposits to those who need them.Experts and talent with the media of platform,based on his experience of dry goods to offer knowledge service to their audience,and grow in helping others at the same time will own knowledge to liquidate obtain certain benefits,platform as a medium also divide a cup of soup.Under this special business model,knowledge service provider has curing yourself with a crystal for activation of knowledge gains,flat Taipei without loss of a single soldier can receive a commission from each knowledge service deal,for they clearly which contains huge business opportunities.However free knowledge is still filled with people's attention on the market,to provide knowledge service platform full of beautiful things in eyes,so how to let users to look for the specific platform to provide specific knowledge service and willing to pay for it,find the factors that affect users pay will become knowledge service providers and payment platform with the answer.This paper to sort out the current domestic and foreign research on knowledge service and the willingness to pay,has carried on the induction summary to the basic concept of knowledge service,to the expansion model of Technology Acceptance Model(TAM)and Value-based Adoption Model(VAM)as a basic model,the introduction of user experience,perceived value measurement variables,and combined with the theory of rational behavior and customer satisfaction theory,eventually forming the theoretical model of this study,knowledge service pay intention model.This paper use the method of literature review and empirical research to collect data by using questionnaire,and issue questionnaires to those who have experience with knowledge service platform.Using the structural equation model(SEM)analysis method,to test the theoretical model.The results show that perceived usefulness andperception cost directly affect the perceived value of knowledge service and indirectly affect the willingness of users to pay.Brand experience and behavioral experience directly affect platform satisfaction and indirectly affect users' willingness to pay.The perceived value of knowledge service and platform satisfaction positively affect the payment intention of users,while the perceived value also indirectly influences the payment intention through the intermediary variable of satisfaction.