Research On The Factors Of User Satisfaction In Online Knowledge Payment Products

The proportion of value-added of knowledge service industry has grown rapidly in the national economy in China,highlighting the enormous potential of the knowledge services industry.Based on such a background,the "knowledge payment" comes into being.Different from the traditional online education and content publishing industries,the main body of knowledge payment is not limited to professionals in the context of the Internet.The main purpose of the knowledge payment is to encourage ordinary people to share their own cognitive surpluses so as to optimize the allocation of knowledge resources and extend knowledge service chain,more real-time and interactive.Knowledge payment platform focuses on users.However,knowledge payment is a concept of industry innovation at present.There is few researches in academia.Only a few papers researched for the continuous use behavior of online knowledge payment products.There is few researches on user satisfaction.In addition,the effect of product quality on satisfaction has been certified,but specific factors in knowledge-based payment products are more important and have not yet been studied.This makes us are unable to know the user's real needs and experiences in knowledge payment products,and the corporation can't make improvements to their quality.Therefore,this paper used a combination of qualitative and quantitative methods to explore the impact of perceived quality of knowledge paid products on user satisfaction.First of all,I combined the research on satisfaction at home and abroad,and then the research was supplemented by the rooting analysis of users' evaluations of zhuhu-Live products.After that,I abstracted the specific dimensions of perceived quality,categorized and conceptualize them,and constructed the perceived quality of online knowledge payment platform.The conceptual model of user satisfaction was proposed.Based on the model,research hypotheses were proposed and reference was made to the scales of predecessors' existing research design related constructs to form survey questionnaires.After initially forming a questionnaire on the impact of perceived quality on user satisfaction,the study conducted small-scale questionnaire pretests,screened items according to reliability validity,formed the final questionnaire,and distributed the collected data.Subsequently,a confirmatory empirical analysis was performed on the collected data,which included descriptive statistical analysis,reliability validity test,and path hypothesis test,and verified the effect of perceived quality on user satisfaction.Through the above analysis,the conclusions of this study are as follows:(1)The theoretical model of perceived quality impact on user satisfaction obtained in this study has good reliability and stability,and it fits well with the data,and studies the effect of perceived quality of online knowledge payment products on user satisfaction.Have a certain degree of applicability.The conclusions based on the model can also be well explained.(2)Through the grounded theory study,it is found that the perceived quality dimension of online knowledge payment products is divided into four aspects:content quality,speaker quality,interaction quality,and value-added service quality.In addition,through the grounded analysis,the perceived usefulness and expectation confirmation have an intermediate role between satisfaction and perceived quality.(3)When users use online knowledge payment products,unlike the traditional theory of social presence,the perceived quality of interaction does not significantly affect user satisfaction.This is mainly due to the fact that users have less opportunity to participate in real-time awareness of Live and users pay more attention to it.Product substantive content.The perceived content quality,perceived speaker quality,and perceived value-added service quality have a significant positive effect on user satisfaction through expectation confirmation and perceived usefulness.The perceived cost of paid products has a significant negative impact on user satisfaction.This research innovatively proposes a conceptual model of the impact of perceived quality on user satisfaction in the context of online knowledge payment,and refines the dimensions of perceived quality.For the emerging scenario of online knowledge payment,this research has good applicability,enriches the research on user behavior in the field of online knowledge payment,and helps the knowledge payment platform to grasp the pain points of users and improve their own services.