The Influence Of User Experience On Users' Sustainable Payment Intention In Virtual Knowledge Communities

The rapid development of mobile Internet technology has revolutionized the way of people to acquire knowledge.Virtual Knowledge Communities has became an important platform for people to learn online.In this context,knowledge payment industry has also developed rapidly.A large number of virtual knowledge communities,such as Dedao,ZhiHu,Himalaya etc.,have started to launch paid service models like paid questions&answers and paid subscriptions to meet the knowledge demands of different consumers.At the same time,the competition of knowledge payment virtual community is becoming increasingly fierce in China.The development of virtual knowledge community is seriously hindered by the problems of seriously product homogenization,poor user experience and low repeat purchase rate.Therefore,how to enhance the stickiness of users and promote the continuous payment of users has became an urgent issue for virtual knowledge communities.Based on the above statement,this paper takes S-O-R model as the research foundation,and takes "User Experience-Trust-Sustainable Payment Intention" as the research framework,starting from the user experience,constructing a research model of users' sustainable payment intention of Virtual Knowledge Communities which intermediary with interpersonal trust and community trust.This model analyzes the impact of user experience on users' sustainable payment intention from four dimensions of information experience,interactive experience,entertainment experience and social experience,and some relevant research hypotheses are proposed.On this basis,the paper usesSPSS22.0 and AMOS22.0 to empirically analyze the sample data collected through questionnaire survey.The research results show that the four components of the user experience: information experience,interactive experience,entertainment experience and social experience have an important impact on users' sustainable payment intention of Virtual Knowledge Communities.Further tests also show that a high-quality of the user experience is helpful to promote users to establish interpersonal trust and community trust.Interpersonal trust and community trust play a partial intermediary role between the user experience and users' sustainable payment intention,thus indicating that the superior user experience can not only directly advance users' sustainable payment intention,and indirectly affect the users' sustainable payment intention by promoting the formation of interpersonal trust and community trust.Based on the results of empirical analysis,the paper proposes relevant aspects from improving the quality of knowledge content products,promoting the interaction and value co-creation between users and virtual knowledge communities,enhancing the content entertainment of virtual knowledge communities,and building knowledge communities convenient for paying subscribers to participate in.Countermeasures and suggestions provide a theoretical basis for promoting the sustainable development of virtual knowledge communities in China.