Research On The Factors Influencing Users' Intention To Use Online Knowledge Payment Service

With the advancement of Internet technology and the development of information technology,the way to obtain information and knowledge has become faster and more convenient.On the web platform,people can not only express,but also get a lot of information and knowledges.With the upgrading of consumption and the improvement of the economic level to meet the basic needs of life,people are willing to increase their investment in knowledge.The complexity of life and work environment have made people pay more attention to the improvement of various abilities and knowledge.When more and more people,such as friends,colleagues,etc.,use knowledge payment services,they will motivate people to learn.Knowledge payment services provided by professionals in various fields or opinion leaders in the Internet community can help users reduce the time and energycosts of screening.The rise of knowledge payment services and the prosperity of major knowledge payment platforms have caught the attention of many people.Knowledge payment services have been proven to be a better way to monetize promising content,and there is still a large market in the future.However,many people have also questioned the knowledge payment service.Some people say that people use the knowledge payment service to alleviate anxiety.Many people just follow the crowd effect,and not really pay for learning knowledge.After the trend has passed,the usage rate and opening rate of knowledge payment services have decreased.Therefore,research on the factors influencing users'intentionto use knowledge payment service has certain significance for improving the user's specialization rate,improving the profitability of the platform,and the stable and healthy development of the knowledge paying industryThis paper studies from two aspects:intrinsic motivation and external influence.Intrinsic motivation selects learning orientation as a variable.On the basis of social impact theory,it divides external influence into two parts.On the one hand,it is the same as the peers'effect,and on the other hand,the influence of professionals who provide knowledge payment services.Perceived attainability mediates the intention of peers to use users,and the influence of professionals is influenced by the persuasiveness of perceived inspiration,perceived expert,and perceived trustworthiness.In this study,an empirical research method was used,and users with knowledge payment services were selected as research subjects.424 valid questionnaires were collected through questionnaire survey.Descriptive statistical analysis of the data was performed byusing SPSS to test the reliability and validity of the questionnaire.The hypothesis model is testedby using AMOS software,and the results of the path analysis are used to verify the establishment of the hypothesis.The final data analysis showed that all the assumptions havepassed the test.Learning orientation significantly positively affects the user's intention to useknowledge payment services,and the impact is the strongest.Peers imitation have a significant positive impact on the user's intention to use through perceived attainability.The influence of professionals through the intermediaries of perceived expert and perceived inspiration has a significant positive impact on the user's intention to use,and the perceived trustworthiness has nosignificant impact.Based on this,some feasible suggestions are also proposed for the platform that provides knowledge payment services.