Research On Intermittently Discontinuance Behavior Of Online User Knowledge Payment

With the rapid development of mobile Internet and the continuous progress of society,the scale of knowledge payment industry is gradually expanding,and it has become a common phenomenon for users to obtain knowledge through payment.But with the quality of knowledge intermingled,poor user experience and other issues,users pay dropout frequency,there is also the possibility of a return.This paper focuses on the intermittent discontinuance behavior of user knowledge payment,and analyzes the mechanism and influencing factors of user dropout and return behavior.Based on SOR theory,the intermittently dropout behavior model of user knowledge payment is developed.In the model,In the model,enabling factors(task conflict,lack of knowledge and literacy,free psychology)and restraining factors(knowledge anxiety,psychological inertia,herd effect)were used as S stimulus factors leading to dropout,and the emotional fluctuation of paying for knowledge is used as O organism.The R response factors of intermittent discontinuance was consists of discontinuance and stopping dropout were composed by stages,and the path validation of segmented behavior and holistic behavior was carried out.Based on 688 valid questionnaires,SPSS26.0 and AMOS 26.0 were used to test the model.The results show that: firstly,enabling factors(task conflict,free psychology)have positive effects on dropout,and the inhibitory factors(knowledge anxiety,psychological inertia,herd effect)have positive effects on stopping dropout,and have the characteristics of herd effect > knowledge anxiety > psychological inertia;secondly,the proportions of mood fluctuation in enabling factors and dropout,inhibitory factors and stopping dropout are 74.61% and 59.79%respectively.According to the conclusion of the study,the pay-for-knowledge industry should tap the sinking market community to adapt to users’ herd mentality,face the value of users to correct knowledge anxiety,broaden the pay-for-payment scene to avoid behavior dropout caused by task conflict,and regulate the paid market environment to avoid free replacement for users.