Research On Influencing Mechanism Of Mobile Knowledge Payment Users' Repurchase Intention

The rapid development of China's economy has expanded the size of the middle class,and technological progress has promoted greatly the efficiency of our basic necessities of life.The difference between material abundance and spiritual barrenness among the public has caused persistent group anxiety,which led to strong motivations to learn.Since we media helps grow fan base,the popular of user generated content has gradually become a new trend in the knowledge economy era.Technological advances in mobile devices and network support services have facilitated the popularity of mobile payments and the emergence of new forms of digital products for online transactions which users are willing to pay for.Paying a small fee can help people save time,energy and attention cost of filtering mass information.All in all,class anxiety,huge amounts of user generated content,technical conditions and mobile payment habits provide the core driving force for development of knowledge payment industry.Knowledge payment can meet the diversity needs of users with the interdisciplinary knowledge and skills and its features are: low threshold,non-essential continuity,fragmentation of learning,scarcity and professionalism.Currently,the industry pattern has been formed leading by platform,content producer,users and following by incubators,communication channels and service enterprises.At present,knowledge payment platforms are generally divided into independent platform,content platform transformation,social platform transformation,PGC platform,PUGC platform,etc.At first,the platform occupies the user's mental model relying on the brand or differentiated advantages,and then continuously improves product matrix and optimizes reasonably diversified income structure by correlating high-quality content.While the content producer realizes its commercial value by continuously accumulating fans,creating copyright-quality content,and establishing its own ecology.With the phenomenon of paying for knowledge cools off a few degrees,user tend to become more rational,and smart consumers are no longer willing to make impulsive purchases for different knowledge products.The reduction of reopening rates,repurchase rates and user stickiness restricts the development of knowledge payment industry.The companies and academics should pay more attention on user retention.However,scholars at home and abroad are concerned more about business models,operation methods,industry changes,communication mechanisms,user behaviors,etc.They concentrate less on the internal mechanism of mobile users' repurchase willingness to pay for knowledge.Before studying the motivation of mobile users' repurchase willingness to pay for knowledge,to find out important factors and indicators that users are concerned,this paper firstly carries out text mining and uses the word2 vec model to perform feature clustering by using Knowing Live as the research object.This paper combines the results of text mining,DeLone-Mclean model and Expectation Confirmation Theory to make relevant hypotheses and construct our theoretical model.In the model,perceived quality and brand cognition are seen as practical experience and expectation before purchase respectively.Then the empirical research is carried out by means of questionnaire survey.The empirical results show that the perceived system quality,perceived information quality and perceived service quality positively affect user satisfaction.User satisfaction and switching barriers promotes the users' repurchase willingness of paying for knowledge.The brand cognition of knowledge product negatively regulates the relationship between perceived information quality and user satisfaction.The brand cognition of knowledge producer also plays a negative adjustment role between perceived service quality and user satisfaction.Innovations and contributions of this paper are as follows: Firstly,Conducting a text analysis using the reviews of Knowing Live expends the application range of text mining.Secondly,the process of construction of the theoretical model is innovative.Specifically,different from the general academic method of literature review,this study combines the results of text mining with the classical theory(DeLone-Mclean model and Expectation Confirmation Theory)to build a more scientific,solid,well-founded conceptual model.Thirdly,this study builds a model of the impact mechanism of mobile users' repurchase intentions of paying for knowledge from several perspectives of platform,knowledge producers and users,contributing to the academic field of paying for knowledge and paying for content.Finally,the research results of this paper can also provide some constructive opinions for the knowledge payment enterprises,key opinion leaders,the long tail strength and the knowledge acquisition users.