Research On Influencing Factors Of Users’ Knowledge Payment Intention Based On Cultural Capital Theory

Combing knowledge payment industry’s data and theory researchs in 2015-2020,we can find that the current payment industry development is also facing severe homogeneity of product platform,low user growth.The solution of these problems not only requires the optimization of the production practice,but also need more scientific understanding to consumer’s purchase intention.There are many empirical studies based on social capital theory,perceived value theory,etc.,while there are few researches based on more theories,which lack theoretical depth and scope of visionAccroding to cultural capital theory,capital is the potential ability to obtain profits and reproduce itself in the same or expanded form,and cultural capital is also one of the three forms of capital.It is an important factor that influence person’s success in social competition.This capital comes from family and education,with internal rituals,external entity and system certification form,can be mutual transformed,with economic capital and social capital.It can also be used to understand the knowledge payment issues.Therefore,accroding to the cultural capital source dimension,shape,conversion of dimensions,this study considers knowledge paying customers internal motivation and external environment,the producer,platform’s angle of view,put forward 6 theoretical assumptions and build a knowledge payment users’ purchase intention model.Based on 878 questionnaires from users who know about knowledge payment and SEM analysis,we can draw the conclusion that culture background atmosphere,personal rituals,personal motivation,product and platform experience,system certification and accreditation have significant positive influence on knowledge payment users’ purchase intention.And the influence can be ranked form greater to smaller as accreditation,personal rituals,culture atmosphere,personal motivation,product platform experience.Based on the above conclusions and the existing research results,the study puts forward suggestions for producers,platforms,governments and users such as people-oriented,innovative form,quality assurance and gap reduction,so as to promote the development of knowledge payment industry.