The Research On The Influencing Factors Of Repeated Purchase Intention Of Users Of Online Knowledge Payment Products

In 2016,the establishment and development of the four major platforms(Zhihu,Dedao,Fenda and Himalayan FM)took the lead in leading the trend of knowledge payment.During this period,the media group and the self-media also entered the game.At present,the domestic knowledge payment industry has basically been finalized and is entering the stage of optimization adjustment..The model of knowledge payment has been tested by the market and users and has been proved to be a feasible and broad development of knowledge realization.However,according to the statistics of professional platforms,although the domestic knowledge payment platform has “Numerous circles of powder”,there is a problem that the proportion of repeated users is not high,and questions such as “harvesting fans” and “fragmentation” have always existed.Therefore,it is of urgent significance to explore the factors that affect the willingness of users to buy more and more knowledge paid products to enhance the user experience,expand platform revenue,and promote the healthy development of the knowledge paid products industry.This paper adopts the theory of user loyalty as the theoretical framework of research.The online knowledge paid products are divided into six types: audio books,column subscriptions,paid questions and answers,live lectures,offline interviews,and paid communities,and according to this theory,it sets up the perceived value,user satisfaction,transfer cost,brand preference,attractiveness of alternatives,and variety seeking.Using the empirical research method,we try to explore the influence of various variables on the willingness of users to buy repeatedly and the relationship between the variables.Finally,the data analysis results of SPSS and Amos show that the research assumptions are all passed and the theoretical model is basically reasonable.The results show that user satisfaction,transfer cost and brand preference have a direct positive effect on the repeated purchase intention of users,and the attractiveness of alternatives and diversification demand have a direct negative effect on the repeated purchase intention.Among them,brand preference has the most significant influence.Secondly,customer satisfaction,variety seeking is the least influential.Based on this,this paper proposes that the operator of knowledge-paid products should pay attention to the cultivation of the user's brand preference,enhance the value of the product to enhance user satisfaction,thus strengthening the willingness of users to repurchase,expand revenue,and eventually promote the sound development of the industry.