A Study On The Influencing Factors Of Knowledge Payment Behavior In College Students' Online Question And Answer Community

since the rapid growth of online payment Q & A;a community in 2016,as the main channel for people to share online knowledge,it has provided important support services for knowledge payment,and has developed rapidly in this context.However,online Q & A;a knowledge payment has also resulted in payment market confusion,uneven content quality,low completion rate and increasing loss rate There are some new situations.And in the interests of the consumer market coercion and induction,college students' learning behavior is no longer pure,lost the real classroom environment,in the virtual cyberspace,why to pay,who to pay,the status quo and future trends are unknown problems.Based on this background,this paper starts from the perspective of College Students' knowledge payment behavior,first summarizes the research status of online Q & A and knowledge payment behavior,introduces the related concepts of online Q & A and knowledge payment,This paper uses rational behavior theory,planned behavior theory and social capital theory to construct the model,makes relevant assumptions,designs questions based on relevant variables,and uses questionnaire survey method for data analysis.Firstly,the reliability of the questionnaire is analyzed to determine whether the answers are reliable and accurate,and then the validity of the questionnaire is analyzed to confirm the design of quantitative data for research Finally,correlation analysis and regression analysis were carried out to study the correlation between the variables,measure the degree of correlation between two or more variables,and verify the hypothesis.The study found that mandatory norms,descriptive norms,self-efficacy,trust,common aspirations will have a significant positive impact on fee behavior,but perceived interest,Social interaction and price perception do not have an impact on fee paying behavior.Finally,this paper modifies the research model,analyzes the relevant factors that affect the knowledge paying behavior in college students' online Q & A community,and deeply explores the intrinsic motivation of College Students' knowledge paying behavior under this new business model.