Research On Influence Factors Of Knowledge Payment Platform Adoption Based On Innovation Diffusion Theory

The public's increasing demand for knowledge content and enhanced willingness to pay,the widespread use of mobile payment,and the development of knowledge payment service providers have jointly promoted the expansion of shared knowledge content from free to paid.In 2015,the knowledge payment platform was born.As an innovation of knowledge acquisition channels,it became a new way for people to acquire knowledge.According to the “2017 Share Economy Report” of the National Information Center,in 2016,the amount of market transactions in knowledge and skills was about 61 billion yuan,an increase of 205% over the same period of last year.The number of users was about 300 million,which was the year of “knowledge realization”.This paper takes the Innovation Diffusion Theory as the theoretical basis,combines the Technology Acceptance Model and Perceived Risk Theory,uses the “Dedao” APP as an example,acquires data through questionnaires,conducts empirical research,and studies the factors affecting the adoption of the knowledge payment platform.The main conclusions of this study are three points: First,the main factors influencing consumers' adoption intention the knowledge payment platform are adoption attitude,peceived usefulness,personal innovation,and social influence.These four factors have a positive influence on consumers' adoption intention the knowledge payment platform.Second,the factors affecting the adoption attitude of knowledge payment are peceived usefulness,perceived ease,compatibility,perceived risk,personal innovation and social influence,among which peceived usefulness,perceived ease,the four factors of personal innovation and social influence are the main factors.Perceived usefulness,perceived ease,compatibility,personal innovation,and social influence have a positive effect on the adoption attitude of knowledge payment platforms.The perceived risk significantly negatively influences the public's attitude towards the use of knowledge payment platforms.Three,pay in the knowledge platform adopt mutual relationships,the influential factors of perceived usefulness of the knowledge payment platform,personal innovation has a positive influence on perceived usefulness of the knowledge payment platform,perceived risk negative influence on c perceived ease of the knowledge payment platform;perceived ease of the knowledge payment platform and personal innovation have negative effects on perceived risk.Personal innovation has a negative effect on perceived ease of the knowledge payment platform.