Research On The Impact Of Online English Knowledge Payment Platform Quality On Users' Continuance Intention

In recent years,the knowledge payment industry has begun to enter the public's field of vision as a new thing.Many knowledge payment products,especially English products,are rushing to go online,and platform companies are competing for the online user market.However,due to the large number of knowledge payment platforms,the quality is uneven,and as the heat fades,users have become more rational in choosing platforms,resulting in a more prominent user loss phenomenon.Therefore,how to retain users and encourage users to continue to use knowledge-paying products has become a problem that platform companies urgently need to solve.It is also the key to the long-term survival of enterprises.Taking into account the characteristics of different types of knowledge and the differences in user needs,this study selects an online English knowledge payment platform as the research object,and analyzes the mechanism of its impact on users' continuance intention from the perspective of platform quality.The thesis divides the quality of online English knowledge payment platform into three dimensions:content quality,system quality and interaction quality.Based on the expectation confirmation model,it builds a theory model of the direct and indirect mechanism of the quality of online English knowledge payment platform on users'continuance intention,conducts hypothetical deduction,uses a mature scale for questionnaire design,primary data obtains through online and offline channels,SPSS23.0 and AMOS24.0 are used for data analysis and hypothesis testing.The empirical results prove the rationality of the expectation confirmation model in the context of online English knowledge payment platform.The three dimensions of platform quality,content quality,system quality and interaction quality all directly or indirectly affect users' continuance intention.Among them,in the relationship of direct action mechanism,interaction quality is the most important,followed by content quality,and finally system quality.This shows that focusing on platform quality management including three dimensions,especially strengthening interactive quality management,which can attract users to continue to use the platform.The research conclusion of this paper clarifies an effective path for maintaining a good customer relationship for online English knowledge payment platform operators.