Research On The Influencing Factors Of User's Knowledge Patment Behavior

In today's era of rapid development of the knowledge economy and the Internet,the new industry of knowledge payment is being pushed to the forefront.Knowledge payment is not an emerging concept,but under the background of rapid development of mobile Internet technology,the mode of knowledge payment is showing new vitality on mobile Internet platform,which is the general trend of The Times.However,the knowledge payment industry is in the initial stage of industry development,with uneven product quality,lack of user perspective in producti on and operation,leading to poor user experience,low purchase rate and low user stickiness.This leads people to question the meaning and value of knowledge payment,and causes hidden harm to the development of knowledge payment industry.The purpose of this study is to interpret the process of knowledge payment from the perspective of users,so as to understand users' psychology,satisfy users' demands,improve user experience and establish a benign knowledge economy under the incentive of users' payment.This subject adopts the research method of empirical statistical analysis.Firstly,on the basis of previous theoretical studies,the influencing factor model of knowledge payment behavior of users on mobile Internet platform is established by summarizing and assuming.Then,data were collected by questionnaire survey and the hypothesis was verified by structural equation model.Finally,according to the results of the empirical study,this paper puts forward some Suggestions for the development of the knowledge payment industry.It is found that users' demand confirmation,perceived value,subjective norms and perceived behavior control will directly affect the formation of knowledge payment intention and lead to the occurrence of payment behavior.Perceived price and decision level have significant influence on users' payment behavior.Among them,the payment attitude and substitution tendency of users play an intermediary role.Knowledge payment industry should make use of these factors to promote user payment and guide the virtuous circle of knowledge payment industry.Knowledge relevant to this study paid platform a period of rapid rise and rapid development environment,enrich the theory of knowledge in the field of paid content and can guide practice,to resolve the payment industry are faced with the problem of knowledge,make the user-centric knowledge paid industry gets more healthy and sustained development,create greater value for customers,create more benefits for the enterprise.