Research On Continuance Behavior Mechanism Of Knowledge Payment

In the era of knowledge economy,knowledge becomes the important capital of social productive activities.In order to meet the growing cultural needs of people,changes has undergone multi-field,whole category and deep-seated from platform to product in the knowledge payment industry,and the knowledge payment 2.0 era represented by ubiquitous knowledge has arrived.With the expansion of the industry scale,the penetration rate of knowledge payment users slows down.Only by expanding the scope of knowledge payment users,enhancing the user stickiness of the platform,cultivating users’ payment habits,and guiding users to form the continuance behavior of knowledge payment,can the knowledge payment market flourish.Based on the perspective of knowledge ecosystem,this study analyzed the formation mechanism of the continuance behavior of knowledge payment users from the three levels,key influencing factors,hierarchy relationship between factors and formation path of the behavior,so as to provide reference for the industry to get rid of the limitation of the number of target users,and for the platform to diagnose business conditions and to adjust the operation strategies.In the research stage,this paper firstly explores the continuance behavior of knowledge payment,which constructs the research framework of continuance behavior of knowledge payment from four dimensions: knowledge resource,knowledge demander,knowledge service and knowledge environment,and extracts the research variables combined with the context of knowledge payment.Secondly,the DEMATEL method is used to identify the key influencing factors in the model and judge their causal attributes.Thirdly,the ISM method is used to establish a multi-level hierarchical interpretation structure model,in order to divide the influencing factor levels and describe the interaction between levels.Finally,the fs QCA method is used to analyze the core condition and antecedent configuration of the continuance behavior of knowledge payment,and the asymmetry of the conditions of the continuance behavior and the discontinuance behavior of knowledge payment is compared and analyzed.This study obtained data through expert interview,expert questionnaire and sample questionnaire,combined with quantitative calculation and qualitative analysis methods,studied the formation mechanism of continuance behavior of knowledge payment.The results show that knowledge resources and knowledge services,as external factors,jointly affect the expected value confirmation of knowledge demanders,and further significantly affect their continuance behavior.The form,quality degree and pricing range of products,the type and personalized service of platforms,and users’ expected value confirmation are all the key elements that affect users’ continuance behavior of knowledge payment.Among them,the product form,quality degree and personalized service are the core conditions for continuance behavior.The quality degree,platform type and expected value confirmation are the core conditions for discontinuance behavior.The generation conditions of the two kinds of behavior are asymmetry.For knowledge payment platforms,product quality is the basic condition for user retention.On this basis,users’ perception of added value can be enhanced by introducing novel and easy-to-use product forms,improving personalized service and adjusting pricing strategies to guide the formation of continuance behavior.