A Research On The Usage And Gratification Of "DeDao" Knowledge Payment Platform

Before the birth of the Internet,the theory of use and satisfaction provided a new idea for the research of traditional media and users.In the new era,the Internet technology reconstructs the relationship between human and media,and the strong consciousness of user subject and participatory culture are its main characteristics,which also creates a new use scene for the use and satisfaction theory.As a product of cognitive surplus,knowledge payment sprang up in 2016,and 2016 was also recognized as the first year of knowledge payment,which represented products such as "DeDao" fruit shell "share" and so on.This paper chooses the "DeDao" knowledge payment platform as the research object,firstly,it combs the macro environment of the whole knowledge payment industry,and explores its economic,social and cultural roots.Then turn to the characteristics of "DeDao",comb its development and evolution process and product characteristics.In terms of research methods,this paper uses interview method and questionnaire research method to make quantitative analysis of "DeDao" audience group on the basis of qualitative interview.In order to improve the accuracy of the questionnaire and establish the research objectives,the design of the questionnaire in this paper is based on the use and satisfaction model of Yurou Bamboo and the technical acceptance model is introduced The use and satisfaction hypothesis model and problems of "DeDao" knowledge payment platform are constructed.This paper,from the perspective of user's deep-seated use,willingness and satisfaction,and analyses its quantitative data,discusses the underlying logic of its prosperity and predicts the trend of its future development.On the other hand,to enrich the use of the content that meets the theory.At the same time,the author discusses the problems of the "fragmentation",the low trust and the weak protection of the intellectual property in the evolution of the"DeDao" development,and discusses whether it is the real knowledge brought by the user or a"foam" with only satisfaction.Finally,Face-to-face To the platform put forward its knowledge payment development strategy and improvement path."...