Research On The Willingness Of Online Knowledge Payment Platform Users To Pay For Use

In the information age,knowledge has become one of the most important factors determining human production and survival.Under the background information homogeneity increasingly severe,disappearing of demographic dividend,from the state to the individual level very urgent demand from the middle income trap,class anxiety ascension willingness to learn,to the development of mobile payment broke the scene to pay limits,countries actively for the protection of intellectual property rights of the relevant policies and regulations.Under the influence of this series of background,knowledge payment comes into being,and online knowledge payment platforms also spring up like mushrooms.In the face of the paid products provided by online knowledge payment platform,what factors will affect users' willingness to pay?This paper firstly reviews the research basis and relevant literature.The concept of knowledge payment can be divided into narrow sense and broad sense.This paper mainly studies the narrow sense of knowledge payment,a consumption behavior of acquiring valuable information services based on Internet information technology.In order to study the willingness of online knowledge payment platform users to pay for use.The innovation of this study is as follows :(1)the content of this paper is based on the willingness of users to pay for use,emphasizing the willingness to "pay" for use,and the willingness of users to pay for use of online knowledge-paying platform is discussed through empirical research,which will be a very beneficial supplement to the existing behavior research of knowledge-paying users.(2)based on the theory of acceptance behavior,including the theory of planned behavior,the model of technology acceptance and the theory of innovation diffusion,this paper starts from the external factors,takes the user's perceived value and consumer innovation into the research,and constructs the research model of online knowledge payment platform users' willingness to pay for use.The research model is innovative to some extent,which can enrich the theoretical model of online knowledge payment platform.In this paper,a total of 9 research variables are proposed,among which the independent variables are external factors including advertising and word of mouth,and the intermediate variables are perceived value,including perceived usefulness,perceived pleasure and perceived risk.The dependent variables are willingness to pay for use,and the moderating variables are consumer innovation.In this paper,the variables were measured by means of questionnaire survey,and the relationship between the variables was analyzedby statistical analysis method to verify the research hypothesis.Firstly,based on the analysis of previous studies,the research hypothesis of this paper is proposed,and the measurement scale of this study is designed by combining the relevant mature scale with the characteristics of online knowledge payment platform.Before the formal questionnaire survey,the pretest of the questionnaire was carried out.According to the problems in the pretest analysis,the questionnaire was adjusted and modified to form a formal questionnaire.A total of 353 valid questionnaires were collected in the formal questionnaire survey stage.SPSS software was used to conduct an empirical study on the recovered sample data,including correlation analysis,linear regression analysis and hierarchical regression analysis.Verify the research hypothesis through data analysis.In this paper,a total of 25 research hypotheses were proposed,of which 19 passed and 6 failed.Correction according to the results of the validation research model,and the corresponding research conclusion,advertising and word of mouth will not only directly on the online payment platform'willingness to pay to use knowledge have a significant positive influence,also by the impact to influence perceived usefulness and perceived enjoyment online payment platform users' willingness to pay to use of knowledge,though the perceived risk of intermediary effect is not significant,but it will be directly to pay to use will have a significant negative effect.Finally,according to the research conclusion,the author puts forward three Suggestions for the development of knowledge payment platform :(1)pay attention to the public praise evaluation;(2)deep ploughing content quality;(3)enhance the fun of the platform(4)grasp the target groups to enhance users' willingness to pay and promote the benign development of the platform.