The Analysis Of Influencing Factors On We-Media Users' Willingness To Pay For Knowledge

With the improvement of the information of modem society,the knowledge payment from the media industry has been rapidly developed.The essence of knowledge payment is that through trading means more people are willing to share their knowledge accumulation and cognitive surplus.In the future,knowledge payment is not only an independent industry,but also integrates existing education,publishing,and consulting.Industries such as service industry and advertising industry have become a huge industry in the market.At present,there are problems such as poor user experience,uneven quality of products and lack of industrial chain.The industry still has great potential for development.Since knowledge payment is a relatively new thing,at present,there are few researches on knowledge payment behavior at home and abroad.Therefore,the research object of this research is the knowledge payment behavior from media users,aiming to explore the influence of the willingness to pay for self-media users.The factor is to explore what factors will motivate self-media users to pay for knowledge.Exploring the influencing factors from the perspective of self-media users,providing corresponding suggestions for self-media platform and self-media knowledge paid authors,and finally gaining corresponding enlightenment for the development of Internet knowledge economy.This paper uses literature research and AMOS software to analyze the influencing factors of users' knowledge payment behavior through the data obtained by questionnaire survey.The conclusions obtained through theoretical and model verification are:the path of perceived risk and perceived price passing the test has a negative impact on the willingness to pay for self-media knowledge.The path of perceived ease of use,perceived usefulness,perceived value,and emotional experience passes,which has a positive impact on the willingness to pay for knowledge.