Research On The Purchase Intention Of Knowledge Service In Network Community

With the coming of knowledge economy,knowledge becomes the most important production resource,which is beyond the traditional land,labor and other production factors.With the increase in the importance of knowledge,people's demand for knowledge is also increasing.The knowledge service which to meet the needs of users as its core concept is produced in this background.The development and popularization of the Internet has changed people's way of life.As one of the most important applications of the Internet,the network community has attracted a large number of users through its UGC and interactive features,and has accumulated a large amount of knowledge resources.By means of knowledge sharing and knowledge exchange,the network community can find and provide useful and valuable knowledge services to the users according to their knowledge needs.A paid question and answer community called "point answer" has sparked a discussion of the payment of knowledge.In view of this situation,this study takes the knowledge service of the network community as the research object,and studies its purchase intention.This study through the literature review and theoretical research,using TPB and TAM model as the theoretical basis for building the theoretical model of factors affecting purchase intention,select nine variables including perceived entertainment,perceived usefulness,perceived needs,cognitive trust,self-efficacy,and put forward the research hypothesis on the relationship between their influence.After the empirical research,such as questionnaire research and data analysis,the following conclusions are drawn:perceived entertainment,subjective norms and perceived service quality have positive effects on perceived usefulness;perceived entertainment;perceived trust and perceived usefulness have positive effects on attitude;attitude and subjective norm have positive influence on purchase intention.Finally,based on the above conclusions,this study puts forward specific recommendations to improve the purchasing intention of online community knowledge services,and hopes to have practical value.