Research On Incentive Mechanism Of Knowledge Payment In Internet Environment

In the context of Internet technology enabling,knowledge dissemination is no longer restricted by region and time and space.Knowledge as a commodity has the characteristics of rapid flow and change.Users' behavior in the field of network content has changed dramatically.It has become the mainstream trend for people to acquire knowledge through knowledge payment platform,which effectively promotes the rapid accumulation and realization of knowledge capital.At present,knowledge payment is facing bottlenecks at the same time of rapid development,and knowledge payment platform is facing the plight of high-quality content production.Therefore,it is of great significance to study how to motivate knowledge producers to produce high quality content continuously and actively for the survival and development of knowledge payment platform.Based on the characteristics of knowledge payment,this paper constructs a sustainable behavior model of knowledge payment,and studies the influencing factors of knowledge payment from the aspects of user perception,social factors and product quality.The results show that perceived usefulness and Expectation Confirmation have significant positive effects on knowledge payment intention,while perceived entertainment has no significant correlation with knowledge payment intention.In terms of social factors,subjective norms have a significant positive impact on the willingness to pay for knowledge.In terms of product quality,both content quality and service quality have a significant positive impact on the willingness to pay for knowledge,and content quality has a greater impact.On the basis of emphasizing the quality of content,the process of knowledge payment game is modeled according to different stages of development of the platform,and the optimal system design for effectively promoting knowledge producers to produce high-quality content is studied.The research shows that in the initial stage of development,the proportion of benefits to knowledge producers is negatively correlated with the effort cost,risk aversion and market uncertain ty of knowledge producers.When the platform enters the mature stage of development,the income share of high-capacity knowledge producers is only related to their own ability level;the income share of low-capacity knowledge producers is related to not only their own ability,but also the proportion of high-capacity knowledge producers and the difference between the two kinds of knowledge producers'ability.When the proportion of high-capacity knowledge producers is low,the platform tends to increase the income share of high-capacity knowledge producers;when the proportion of high-capacity knowledge producers is high,the platform tends to reduce the income share of low-capacity knowledge producers.The conclusion of this paper provides theoretical guidance for knowledge payment platform to solve the problem of insufficient production of high quality content.