Research On The Influencing Factors Of Users’ Willingness To Pay For Online Knowledge Payment Platform

In the development process of knowledge payment platform,it is faced with problems such as content homogenization,pan-entertainment,unreasonable pricing,inability to achieve continuous output of high-quality content and gimmicks greater than actual content,which hinder the development of online knowledge payment platform.At present,the influencing factors of the willingness to pay for online knowledge have a single theoretical model and insufficient influencing factors,which cannot effectively reveal the root causes of the stagnation of online knowledge paying users and the slow development of the platform.In order to more comprehensively explore the influencing factors of users ’willingness to pay for online knowledge,the online knowledge payment behavior is divided into primary and continuous online knowledge payment behavior,and the influencing factors of users’ willingness to pay at different stages are deeply explored.Using the rooted theoretical research method,in-depth interviews are used to explore the root causes of users’ willingness to pay for initial online knowledge and to understand the key factors to promote their willingness to continuously pay online.Based on the TAM model,expectation confirmation model and perceived value theory,combined with the interview content,the theoretical model of influencing factors of users’ willingness to pay for initial and continuous online knowledge is constructed.Two stages of questionnaires were designed and determined to distribute and recycle the eligible people respectively.Descriptive statistical analysis,reliability validity test and structural equation analysis of the valid data draw the following conclusions:(1)The factors that affect users’ willingness to pay for initial and continuous online knowledge are different,and the common influencing factors are also different.Phase research can provide a more comprehensive grasp of the factors affecting the willingness to pay for online knowledge,clarify the role of the same factors in different stages,help platform operators to understand the difference between the two stages,and carry out differentiated marketing.(2)In the stage of users ’initial online knowledge payment willingness,users lack actual payment experience,and their understanding may come from others’ introduction,media publicity,their own use experience of the platform,etc.Whether users pay in the new online knowledge payment platform is mostly related to their perception of the platform and users’ own characteristics.Platform quality,social impact,self-efficacy,perceived usefulness and perceived risk are key factors affecting users’ willingness to pay for initial online knowledge,with perceived usefulness and a large degree of social impact.Platform quality,social influence,and self-effectiveness,as the causes of user perceived factors,will have different effects on perceived usefulness and perceived risk.(3)After having actual payment experience on a platform,users have a more specific understanding of the knowledge products of the platform,and decide whether to continue to pay on the platform according to the use experience,actual use performance,and overall use satisfaction,etc.Satisfaction with previous payment experience is the fundamental influence on users’ willingness to pay for online knowledge.Perceived value and the quality of the platform can effectively improve user satisfaction.Platform quality and user self-efficacy can enhance users’ willingness to pay for online knowledge.Users ’willingness to continuously pay for online knowledge will also be affected by irrational thinking,and habits can have an important impact on users’ willingness to continuously pay for online knowledge.Social impact,as a short-term impact,has no obvious impact on users’ willingness to pay for online knowledge online.According to the research conclusion,from the optimization of online knowledge payment platform personalized service,improve trial experience,perfect after-sales service,maximize social influence,control knowledge product content quality,improve online knowledge payment platform user perception value,optimize online knowledge payment platform function,cultivate user pay habits,enhance user self-efficacy and so on seven aspects,for the development of online knowledge payment platform and perfect suggestions.This paper has 14 figures,25 tables and 166 references.