An Empitical Study On The Factors Influencing Purchase Intentions For Knowledge Paid Of Online Platform

With the development of mobile internet,digital technology which represented by mobile internet has accelerated the deep integration of social and economic fields.The platforms and channels for people to obtain information and knowledge are becoming more and more diversified,and their needs are also becoming more diversified.There are various ways for people to get knowledge and information through the mobile Internet,however,fragmental and excess information burn people more time to select information,so that people cannot be satisfied by the delicacy which produced by professional knowledge.Under the background mentioned above,knowledge paid arises,at the meanwhile,more and more knowledge paid platforms rise rapidly.Knowledge paid quickly swept the mobile internet market.At present,there are few researches on knowledge paid domestic and overseas.Based on the background,this paper takes knowledge paid as the research object from the perspective of consumers,with considering consumer purchasing behavior,by basing on the VAM.By the integration of previous researches,this thesis introduces planned behavior theory,cognitive needs theory and cognitive trust theory,the theoretical research model was built by extracting perceived enjoyment,technical characteristics,subject norm,cognitive needs and cognitive trust as independent variable,and takes perceived value as the intervening variable,which is used to find the effect on consumer's purchase intentions.The research is based on the research theory mode,the reasonable assumptions,measurement scale and questionnaire.Through the analysis and equation fitting of the data collected from 268 valid questionnaires,the research hypothesis of this paper was verified.All of these come to a conclusion: perceived enjoyment and technical characteristics significantly affect the consumer's purchase intention,cognitive needs affect perceived value,and perceived value plays the intermediation.Based on the conclusion,this thesis provides some suggestions like focusing on perceived enjoyment,strengthening professionalism and building brand effects.Last but not the least,this thesis explains the inadequacies and puts forward suggestions about the possible future research directions and dimensions.