Research On Users' Motivation Of Payment Based Online Question And Answering Platform

As the level of consumption of the residents in our country continues to rise,people's demand for spiritual consumption has become increasingly strong.People have shifted from passively receiving various unordered information on the Internet to actively acquiring valuable knowledge.The rapid development of the mobile Internet and the popularity of mobile payments have created the foundation for the transformation of knowledge services.Knowledge services are gradually transiting from free to payment,which has prompted the arrival of the era of knowledge payment.Payment based online question and answering platform,which is the typical representative of knowledge payment product,has received much attention.The payment based online question and answering platform is a Q&A economic product under the era of knowledge payment,users can pay to ask question and answer question for remuneration.At the same time,they need to pay a certain fee when viewing other people's questions and answers,and this fee they paid will be divided equally between the answering users and asking users,its unique operating mechanism has attracted a large number of users to participate.This research will analyze the current research status of payment based online question and answering platform from the perspective of users within domestic and international way,and explore the motivation for users to use it.Through the use and satisfaction theory,motivation theory and self-determination theory to extract users' motivation variables using the payment based online question and answering platform,and build a motivation model of user participation,then collect data through a questionnaire survey to conduct an empirical analysis to explore the users' motivation of using the payment based online question and answering platform.Based on the research results,this paper provide suggestions for the development of the platform in a targeted way to help improve user experience and increase user stickiness.This paper mainly includes six parts.The first chapter is the introduction,mainly introduces the research background and research significance of this study,as well as related research methods and research content.The second chapter is the combing of related theories and research status.The second chapter is a review of the research status and theoretical basis,mainly introduces the development and research status of the payment based online question and answering platform,and expounds the use and satisfaction theory,motivation theory and self-determination theory.The third chapter puts forward the corresponding hypothesis of the user participation motivation of the payment based online question and answering platform and constructs the motivation model.The fourth chapter is the design and data collection of the questionnaire.By referring to the mature scale of the relevant research,the paper selects the suitable measurement items to design the initial survey questionnaire,and the questionnaire was pre-tested to form a formal questionnaire to be issued and withdrawn.The fifth chapter is data analysis and hypothesis testing.SPSS 22.0 software was used to test the reliability and validity of the collected data.Then the structural equation analysis software Smart PLS 3.0 was used to verify the theoretical model and assumptions.The sixth chapter is the research conclusion and prospect.Based on the data analysis,the paper puts forward several targeted suggestions are for the development of the payment based online question and answering platform,and points out the limitations and future research directions of this research.