Analysis Of The Influencing Factors Of Willingness To Adopt Knowledge Payment

In the Internet+ era,emerging things are emerging one after another.People are more and more fond of sharing knowledge to others through the Internet.The concept of paying for knowledge has gradually entered the hearts of the people,and knowledge payment has gradually gained recognition from users.In 2016,the payment of knowledge was born.It was called the first year of “knowledge payment”.The paid platforms represented by the value,the answer,the get,and the Himalayan FM appeared,and all hoped to have a place in the knowledge payment field.As the largest platform for users,Himalayan FM is not only the largest audio platform,but also a well-developed platform in the field of knowledge payment.It has become a model for knowledge payment.Based on this research background,this study takes the Himalayan FM as the specific research object,the characteristics of the integrated knowledge payment products and the research of the predecessors and the related factors,and finally the factors affecting the adoption.Seven factors were extracted: perceived usefulness,perceived ease of use,communication channels,individual innovation,social system,price measurement,and observability,and a model for influencing factors affecting payment attitude was designed.According to the content analysis method and the questionnaire survey method,based on the impact attitude model,this paper makes assumptions about the influencing factors.On the basis of the previous research scale,the pre-test in the early stage of the questionnaire and the repeated modification of the questionnaire finally determine the paper.Questionnaire item.In the questionnaire pre-test,a total of 50 questionnaires were distributed,and two invalid questionnaires were excluded.The recovery rate was 96%.Through the reliability and validity analysis of the questionnaire,it was found that the scales were good overall.In the formal questionnaire,a total of 284 copies were collected,and 28 invalid questionnaires were eliminated.The recovery rate reached 90.1%.Through various analyses,the final empirical analysis showed that the perceived ease of use,observability,and product price had a paying attitude.Significant impact,perceived usefulness has a significant impact on the frequency of payment,Finally,through the analysis of the data,draw conclusions and think about theinfluence of Himalayan FM paid audio adoption behavior.One is to pay attention to the usefulness of knowledge and maintain the ease of use.The practicality of knowledge is always the primary choice for users.The second is to focus on knowledge,improve observability,and provide high-quality knowledge to improve user satisfaction and repurchase rate.The third is to promote and disseminate users with different characteristics,and enhance the production of vertical segmentation knowledge and niche topics.The production of knowledge;the last is to think about the user to measure the price factor,to provide high-quality and cost-effective knowledge,so that paying users can really feel the value of the payment.On the whole,the paper analyzes the influencing factors affecting the adoption behavior through quantitative methods,and strives to make the research conclusions have certain scientific nature,and provide some reflections on the influencing factors affecting adoption in the context of knowledge payment.