Research On The Influential Factors For Usage Intention Of Paid Online Q&A Platform

With the rapid development of mobile Internet,the network Q&A service has become a new way of knowledge acquisition and sharing.In addition to a large number of free Q&A community platforms,there are many paid Q&A platform and Q&A payment function rising,the emergence of paid Q&A platform can be said to open the current and new consumption patterns of "pay for knowledge",making knowledge more valuable.However,for the paid network Q&A platform,the user is no longer just a simple user,but also consumers,then in the case of the need to pay a certain fee in order to obtain knowledge,to explore the factors that affect the user's behavior intention is very necessary.This paper presents a factor model that affects the user's willingness to use the Q&A platform and explores it.On the one hand,this paper can provide some reference for Internet Q&A service provider to improve the service to better benefit consumers' needs;On the other hand,better understanding of the degree of user's acceptance to the concept of knowledge paid,will promote the mobile Internet era of knowledge and economic products' more sustainable and comprehensive development.This paper is divided into the following six parts:The first part mainly introduces the research background and purpose of this paper,the research ideas and contents,the methods used and the innovation highlights of this paper.The second part is the related theory review,mainly introduces the network Q&A platform research review,rational behavior theory and planning behavior theory,information technology acceptance and use model,perceived value theory and other related research.The third part is the model construction of influence factor about the payment Q&A platform use intention and the part of research hypothesis.Based on the related research and literature summarization of TAM model,VAM model and perceived value theory,this chapter extracts the research variables and defines them,constructs the theoretical model of this paper,and puts forward the research hypothesis.The fourth part is the questionnaire design which affects the willingness to use Q&A,including the questionnaire design,and the questionnaire of the research variables according to the Likert five scales,and the questionnaire sample selection.The fifth part is the pre-test and analysis of the questionnaire,the formal investigation and the final effective questionnaire data empirical analysis and the results part,including the descriptive analysis of the basic information part of the questionnaire,the reliability and validity analysis of the scale data part and the correlation analysis and the multiple regression model analysis for the verification hypothesis.Finally,the proposed theoretical model is corrected according to the test result.The sixth part is the summary and prospect of this study,and analyzes the conclusion and gives the enlightenment suggestions.Finally,the shortcomings and future development of this research are put forward.