Research On The Factors Affecting The Persistence Of Users Of Knowledge Payment Platform

Under the background of “knowledge anxiety” brought about by the convenience of Internet payment methods and the intensification of social competition,with the development of people's copyright awareness and content payment habits,a knowledge-paying platform with shared economic characteristics emerges as the times require.It can be seen as new channels for knowledge sharing,free discussion and increased knowledge reserves.Knowledge payment refers to the economic phenomenon in which the public uses the Internet platform to share their idle resources(cognitive surplus)with others to obtain income.This study fills the gap in the number of knowledge-paid documents,enriches the theory of understanding surplus and sharing economy,provides theoretical support for the sustainable development of knowledge monetization mode,and can guide the knowledge payment platform to solve the development problem of low user stickiness.In order to explore the behavioral motives reflected by users' continuous use of knowledge payment platform,based on the existing research,combined with the expectation confirmation model(ECM)and the perceptual value and perceived cost theory,the paper studies the model.On the basis of ECM,four external variables including information value perception,social value perception,emotional value perception and perceived cost were introduced,and a hypothesis model with 7 latent variables was constructed.Then,with 227 knowledge paid platform users as samples,the structural equation model is used to empirically test the relationship between variables in the conceptual model.The empirical test results show that the model of the continuous use willingness factor of the knowledge payment platform established by the thesis can effectively explain the user's willingness to use continuously.Among the 10 hypotheses of model design,information value,social value,and emotional value perception all have a positive and significant impact on user satisfaction,and user satisfaction significantly affects users' willingness to use.The impact of social value perception on perceived usefulness is not significant,and the perceived cost has no significant effect on the willingness to continue to use.The other assumptions are significant.Finally,based on the empirical results and the development status of the knowledge payment platform,the article proposes policy recommendations for the knowledge payment platform.