Research On Influencing Factors And Promotion Strategies Of Users' Continuous Use Intention In Knowledge Payment Platform

The rapid development of the mobile Internet and socio-economics has changed the way individuals acquire information and knowledge,and acquiring knowledge from the Internet has become a daily choice for people.With the advent of a knowledge-based society and the development of a knowledge-based economy,2016 saw the upsurge in the development of the knowledge payment industry,and a large number of commercialized knowledge service platforms emerged.For the knowledge producers,the way of realization has stimulated their enthusiasm for sharing and producing knowledge,while for ordinary users,it shortens the way to obtain high-quality knowledge and narrows the distance with knowledge.However,the current commercialized knowledge service platform has uneven product quality,poor user experience,and high user exit rates.In order to promote the win-win situation between the platform and the users,this research takes the knowledge payment platform as the object and the user experience and feelings as the core.It explores the factors that affect the users' continued willingness to use and tries to provide feasibility suggestions for the retention of platform users.This study mainly uses the SOR model as the logical framework,using platform interaction quality(information interaction quality,system interaction quality,interpersonal interaction quality)as stimulus factors,and perceived useflulness,perceived sociality,flow experience and perceived fee as internal factors of the organism,satisfaction and willingness to use continuously as behavioral response factors,build a mechanism model of users' willingness to use knowledge payment platform continuously,and put forward corresponding research hypotheses.Sample data was collected through a questionnaire Survey.Reliability and validity analysis and structural equation model testing were performed on the data with the help of SPSS20.0 and AMOS21.0 software.The research results show that satisfaction directly affect users' continued willingness to use,perceived usefulness,and flow experience,perceived sociality,and perceived fee affect user satisfaction,the quality of information interaction affects the perceived usefulness and flow experience of users,the quality of system interaction affects the flow experience,and interpersonal interaction quality has a positive effect on perceived usefulness,perceived sociality,and flow experience.Aiming at the analysis results,the paper puts forward suggestions from four aspects:deepening the knowledge content,strengthening interpersonal interaction,promoting content conversion and reasonably distinguishing users,in order to provide useful references for the provision of platform knowledge services and sustainable development.