Research On The Use And Satisfaction Of Knowledge Payment In Dalian University Students

With the development of information technology and the acceleration of social rhythm,knowledge payment has increasingly become one of the ways for people to acquire knowledge.Contemporary college students are a generation that has grown up with the Internet.They are not only the main force of knowledge learning,but also practitioners of new things.This research adopts the way of seeing the big,taking college students in Dalian as the main research object,exploring and analyzing the use and satisfaction of college students’ knowledge payment.This paper based on the "Use and Satisfaction" theory,combined with the Technology Acceptance Model(TAM)and Rational Behavior Theory(TRA),to construct the theoretical model of this investigation and research,and based on a large number of literature,to compile a survey on the knowledge payment situation of Dalian university students Questionnaire,make hypotheses and verify them one by one,analyze the motivation,usage behavior and satisfaction of knowledge payment for college students in Dalian.At the same time,in-depth interviews are used as supplements to further explore the psychological factors that affect the effect of college students’ knowledge payment.The research results show that the 135 students in the sample have not had any knowledge-paying behavior.For students who have paid,the frequency of use is mostly 1-2 times.In addition,the five needs motivations of perceived usefulness,perceived ease of use,perceived sociability,perceived professionalism,and subjective factors all significantly affect knowledge payment behaviors.In addition to subjective factors,other demand motivations and knowledge payment frequencies significantly affect college students ’knowledge payment Satisfaction,and compared with the ease of operation and content quality of paid products,the satisfaction of after-sales service and product pricing is the lowest.Based on the questionnaire data and interview results,this paper summarizes the problems of knowledge payment for college students in Dalian,such as the payment effect of college students’ knowledge payment is not as expected,and the payment needs are not fully met.and further analyzes these problems.On this basis,this study puts forward corresponding strategies and suggestions for college students and knowledge payment platforms: for example,college students clarify the purpose of knowledge payment and develop good learning habits;knowledge payment sinks to second-and third-tier cities,walks into campuses,and cooperates with university organizations,The launch of "student discount" area,etc.,with a view to college students using the knowledge platform to continue to gain a sense of self-improvement,and at the same time promote the healthy development of the entire knowledge payment industry ecological environment.