Research On The Construction Of Service Quality Evaluation System Of Knowledge Payment Platform Based On User Experience

The Knowledge Payment Platform is emerging along with the emergence of Knowledge Payment.At present,there is no clear and unified explanation for the definition of Knowledge Payment Platform,but related Knowledge Payment Platforms have emerged,such as Knowing,ZaiHang,Himalaya FM,Access and so on.In addition,more knowledge and scholars are gathered on the Knowledge Payment Platform,and the knowledge demanders select the corresponding platform according to their own needs and obtain relevant knowledge services through payment.The Knowledge Payment Platform service enables knowledge demanders to acquire higher value knowledge and interact with relevant scholars,and can also alleviate the knowledge anxiety of knowledge demanders due to massive information in the cognitive surplus era.In the early stage of the development of Knowledge Payment Platform,it has won the favor of a large number of users.However,according to the dynamic monitoring report of China's knowledge-paying industry in the first half of 2018,the Knowledge Payment Platform is developing rapidly,but the platform payment security is not guaranteed,the content of entertainment tendency,unreasonable pricing mechanism,etc.leading to the reduction of the opening rate and repurchase rate of related products.Therefore,it is necessary to evaluate the two aspects of service quality involved in the Knowledge Payment Platform from the perspective of user experience:the service quality of the platform itself and the content quality of the knowledge provider on the platform.Thus,this study constructs the service quality evaluation index system of Knowledge Payment Platform from the perspective of user experience,can provide reference evaluation indicators for Knowledge Payment Platform,improve the service quality by corresponding evaluation indicators,and then enable users to experience better service.To alleviate the user's knowledge anxiety,it is also conducive to the long-term development of the Knowledge Payment Platform.Firstly,this study is introduced into the concept of Knowledge Payment Platform by the explanation of the connotation of Knowledge Payment,and also combs the present situation of Knowledge Payment research.And based on the relevant service quality dimension theory,service quality evaluation theory and user experience theory,combined with the five principles of selection Evaluation index proposed in this study:scientific principle,directivity principle,operability principle,development principle and user-oriented principle.The service quality evaluation index system of Knowledge Payment Platform is preliminarily constructed,with a total of 3 first-level indicators and 15 second-level indicators.Secondly,the evaluation index system of this research is complemented and supplemented by the initial research.The system qulity includes aesthetics,ease of use,responsiveness,security,interactivity and stability.The content quality includes comprehensibility,accuracy,richness,novelty,authority and knowledge.The empathy quality includes the rationality of pricing,the support of user participation,the support of personalized service,the maintenance of users 'rights and interests,the error handling of payment results and the humanization of payment system.Then,the operable questionnaire is designed,the questionnaire basically grasps the user's evaluation of the service quality of the Knowledge Payment Platform,and uses the principal component analysis method to determine the factor structure of the evaluation index system in this study.According to the constructed factor structure,the final evaluation index architecture of this study was obtained,that is,the system quality of the Knowledge Payment Platform includes six indicators:aesthetics,ease of use,responsiveness,security,interactivity and stability.The content quality includes five indicators:comprehensibility,reliability,richness,knowledge and novelty.The empathy quality includes four indicators:the rationality of pricing,friendly serviceand,the error handling of payment results and the humanization of payment system.Then,according to the evaluation index system structure,a pairwise judgment matrix is constructed to invite experts from relevant disciplines to score,and then the paper determines the weight of each index with AHP.Next,by issuing questionnaires to the users of Himalayan FM,Access and Knowledgeable Platforms,we get their service quality scores of the platforms used,and calculate the evaluation scores with the weight of each index.Finally,according to the score,it is found that the service quality of the Knowledge Payment Platform has the following problems:the aesthetics of Knowledge Payment Platform is not good,the stability of the platform needs to be improved,the reliability and knowledge of platform content are insufficient,the pricing mechanism is unreasonable and the humanization of payment system is not prominent.This study puts forward four targeted suggestions for the above problems:1.Optimize the interface design of the platform and maintain the stability of the platform.Firstly,the interface design of the platform should follow the principle of overall harmony and highlighting the characteristics;secondly,the platform operator should focus on collecting feedback from users,that is,to follow the principle of user-oriented;and finally pay attention to equipping professional management team for the operation of the platform,and regularly maintain the platform.2.Improve the reliability and knowledge of platform content.On the one hand,in order to improve the reliability of platform content,it is necessary to formulate an auditing system for the release of relevant content and establish a management review mechanism.On the other hand,in view of improving the knowledge of platform content,it is necessary to rely on the conscious management of the platform itself,as well as on the supervision and inspection of the regulatory authorities.3.Improve the platform related content pricing mechanism.In this study,two pricing strategies are proposed for different situations:a published pricing strategy and a negotiated pricing strategy4.Explore new developments in the payment system.This study holds that the payment system of Knowledge Payment Platform is the key to realize the user conversion rate,and the payment system should make full use of modern information technology to improve the user's payment experience.