Research On The Influencing Factors Of Beijing Graduate Students' Decision-making On Knowledge Payment Products Purchase

The rise and development of the Internet has brought new possibilities to human life.Technology has changed the way of knowledge diffusion,which has led to the emergence and vigorous development of the phenomenon of knowledge payment.2016 is known as the "first year of knowledge payment".In this year,De Dao,Zhi Hu Live,Fen Da,Zhi Hu,Himalayan FM and microblog Q&A developed rapidly.If 2016 is the embryonic period of knowledge payment,then 2017 can be regarded as the blowout period of knowledge payment.There are a lot of knowledge payment products,such as 36 kr,Douban Time,Xiao E Tech,Short Books and so on.The development of knowledge payment is in full swing,forming a nationwide upsurge.In 2018,the boom faded,the knowledge payment industry entered a consolidation period,and some platforms disappeared.Enterprises represented by De Dao,Zhi Hu,Himalayan FM began to gradually grow into leading enterprises in the industry.While the knowledge payment industry is booming,each platform is also facing challenges such as conversion rate,payment rate and renewal rate.To make the platform strong and strong,they must adjust and enhance the content according to the wishes of users,improve the platform construction from the perspective of users,study the behavior habits of users,explore the general law of knowledge payment users' behavior,and realize the sustainable development of the platform.From the user's perspective,this paper first defines the concept of knowledge payment,summarizes the development process and current situation of knowledge payment,and combs the relevant literature about willingness to pay.Knowledge payment refers to the behavior of consumers who take the Internet as the carrier to obtain specific knowledge products and services through payment in order to achieve personal promotion and other purposes under the environment of sharing economy.The willingness to pay,that is,the willingness to buy,is the probability of consumers' voluntary purchasing behavior.On the basis of Maslow's hierarchy of needs,the theory of "use and satisfaction" and the theory of consumer behavior,this paper sets up a questionnaire and conducts research through two methods: questionnaire survey and in-depth interview.The results show that the three most influential factors are content,price and individual demand.Based on the analysis of the problems,this paper puts forward the following solutions: in terms of content,knowledge payment platform should be specialized and subdivided to avoid "broad but shallow";in terms of user services,first,we should make full use of big data to precisely push content for users;second,we should pay attention to user product experience and strengthen audition services;in terms of price,we should improve the performance-price ratio.In terms of word-of-mouth,we should not only pay attention to the solution of negative evaluation,but also help to create good word-of-mouth through fans.In terms of product promotion,we should use the fans' effect of activity and opinion leaders to expand influence and win more market share on the basis of intensive cultivation of content.