Research On Influencing Factors Of Knowledge Acquisition Behavior On Knowledge Payment Platform Based On Two-sided Market

With the arrival of the era of knowledge economy,knowledge economy is gradually becoming the driving force for the economic development of human society.With the deepening of people's knowledge economy,the effectiveness of knowledge resources for the survival and development of individuals is becoming more and more prominent.In order to adapt to the challenges posed by the changing environment,people are beginning to realize that in order to successfully cope with the uncertainty of the environment,they can only improve their comprehensive quality and competitiveness by constantly acquiring valuable knowledge from the outside world.Especially the young generation,white-collar class and other people,they show an urgent need for efficient access to valuable knowledge and information.As an open knowledge resource platform with large scale and wide coverage,the Internet has gradually evolved into an important way for people to acquire knowledge.With the deduction of knowledge payment,China entered the "first year of knowledge payment" in 2016.With the explosive appearance of knowledge payment platform,new knowledge payment products are emerging continuously.Product content includes both serious professional knowledge content,but also includes customized processing of the original knowledge,while the form of product services covering text,audio,video,O2 O and so on.At the same time,the development of knowledge-paying platform also brings many problems to users' knowledge acquisition behavior,such as the quality of knowledge content is difficult to guarantee,the platform experience of knowledge acquirers is difficult to guarantee.The operation mode and service mode of the knowledge-paying platform are similar and homogenized,which makes it difficult for the platform to play the role of gathering the two sides,and it is difficult to improve the efficiency of the realization of the knowledge acquisition behavior.This is very fatal for the knowledge payment platform based on the knowledge provider and the knowledge acquirer.Therefore,for the knowledge payment platform,they are faced with an urgent need to solve the important problem is how to ensure the efficient implementation of knowledge acquisition behavior.For the knowledge payment mode based on the bilateral market,the knowledge payment platform is in the middle of the ecological circle,and the knowledge provider and the knowledge acquirer are connected on both sides.Both of them realize the transaction of the knowledge content through the link function of the knowledge payment platform.To achieve the behavior of knowledge acquisition,it can be said that the knowledge payment platform essentially accords with the basic definition of the typical bilateral market and has the characteristics of the bilateral market.Therefore,when analyzing the influencing factors of knowledge acquisition behavior,we must get rid of the traditional way of thinking,abandon the idea of unidirectional vertical flow of industrial chain,and excavate and stimulate the potential network effect in the ecological circle formed by the platform.The starting point of the platform's own profit model is placed in the connection point between supply and demand.Based on this,this paper constructs a theoretical model of influencing factors of knowledge acquisition behavior based on bilateral market theory,and analyzes and discusses the mechanism of influencing factors of knowledge acquisition behavior through knowledge payment platform based on bilateral market.First of all,this paper summarizes the main concepts of business model,platform business model,bilateral market,knowledge acquisition behavior and related research.It also summarizes the academic research progress and industry development status of domestic knowledge payment platform,and then draws lessons from technology adoption model(TAM),cognitive demand theory and information system success model,and combines the characteristics of bilateral market.The "bilateral" knowledge acquirers and knowledge providers connected by the knowledge-paying platform are included in the influencing factors of the knowledge acquisition behavior,and six research hypotheses are put forward by synthesizing the influence of the platform providers.After that,through the analysis of 463 valid user sample data of knowledge payment platform,SPSS 22.0 and Amos 21.0 software are used to verify the research hypothesis,and the empirical results are obtained.The results show that all the six hypotheses are supported positively.Finally,combined with the hypothesis of verification,the paper puts forward the corresponding optimization strategy for the operation of the knowledge-paying platform.Through empirical analysis,the main conclusions are as follows: first,perceived usefulness of knowledge acquirers has a significant positive impact on knowledge acquisition behavior;Second,The cognitive needs of the knowledge acquirers have a significant positive impact on the knowledge acquisition behavior;Third,the knowledge quality of the knowledge providers has a significant positive impact on the knowledge acquisition behavior;Fourth,The influence of knowledge provider has significant positive influence on knowledge acquisition behavior;Fifth,the system quality of platform provider has significant positive influence on knowledge acquisition behavior;Sixth,the quality of service of platform providers has a significant positive impact on knowledge acquisition behavior.The results of this study are as follows: first,based on the bilateral market theory,it integrates the knowledge acquirers and knowledge providers connected by the knowledge-paying platform.Three angles of view affect the behavior of knowledge acquisition,which makes the research on knowledge payment platform and knowledge acquisition behavior more in-depth and comprehensive,which enriches and expands the related theoretical research of knowledge acquisition behavior.Combined with the era background of knowledge payment platform,this paper analyzes the influencing factors of knowledge acquisition behavior through empirical research,and provides the theoretical basis for the design,cultivation and growth of knowledge payment platform.Both the academic research and the practical application of the academic community have a considerable reference value.