An Investigation On The Users' Discontinuous Usage Intentions Of Online Knowledge Community

With the development of China's economy,people's education awareness and knowledge awareness has gradually increased,people's knowledge needs have expanded,and their willingness to share knowledge has generally increased.Therefore,with the rapid development of the Internet and mobile Internet,online knowledge communities have emerged and gradually become one of the main places for online users to sharing knowledge.Although the online knowledge communities has met the needs of users' knowledge exchange to a certain extent,in recent years,with the deepening of development,the online knowledge communities has also faced a series of challenges,such as the deterioration of the community atmosphere,the lower quality of knowledge,the decline in word of mouth and so on,it eventually leads to users' discontinuous usage intentions,so it is necessary to conduct research on users' discontinuous usage intentions in online knowledge community.This article takes the discontinuous usage intentions of users in online knowledge communities as the research object,based on the perceived value theory,uses perceived benefits and perceived costs to measure perceived value,combines privacy calculation theory and status preference theory,integrates the expectation non-confirmation model,and proposes an online knowledge community research model of users' discontinuous usage intentions.First,through literature research,combined with the characteristics of the online knowledge community,find out the research variables;second,put forward research hypotheses for users' discontinuous usage intentions and build theoretical models;and then,design the sub-scales of each variable based on domestic and foreign research,and form a questionnaire,collect the research data using the questionnaire survey method;then,conduct data analysis and use SPSS25.0 and AMOS26.0 to analyze the data and test the research hypotheses;finally,conduct a research summary,draw the research conclusions and propose reasonable measures and suggestions.This article is mainly divided into 6 chapters,each chapter content is as follows:The first chapter is the introduction,which mainly introduces the research background and research significance of this research,expounds the research ideas and research methods of this research,and finally summarizes the research innovations of this paper.The second chapter is the current status of research at home and abroad and related theoretical foundations.First,summarizes the current status of online knowledge communities and discontinuous usage intentions at home and abroad.Second,discusses the two main concepts of this article: online knowledge community and discontinuous usage intentions.Then,explain the theoretical basis of this article,including the theory of perceived value,the theory of non-confirmation of expectations,the theory of privacy calculation,and the Status quo bias theory.The third chapter is the users' discontinuous usage intentions model of the online knowledge community,which is the key chapter of this research.Firstly,based on reading a lot of relevant literature,combining related theoretical foundations and theoretical models,the research variables of this research are proposed;secondly,based on existing research and research variables,the research hypotheses of this paper are proposed;finally,the model of this paper is constructed based on the research hypotheses.The fourth chapter is data analysis and empirical test,which also belongs to the key chapters of this article.First,design the questionnaire,including the structure of the questionnaire and the design of the scale.This article has a total of 8 variables and26 measurement items.All measurement items are adapted from the existing research scales.Second,in order to ensure the rationality and validity of the questionnaire,expand pre-investigation,test whether the reliability and validity of the questionnaire meet the requirements,and modify the questionnaire based on the results of the pre-investigation;finally,analyze and verify the data,collect and distribute the research data of this article by issuing and recycling formal questionnaires,and thendescribe the data Statistical analysis and reliability and validity tests,then conduct hypothesis tests and mediation effects tests.The fifth chapter is the counter-measure to reduce the users' discontinuous usage intentions of online knowledge community,mainly based on the research results of this study,and put forward the principles that should be followed and specific counter measures to reduce the users' discontinuous usage intentions of online knowledge community.The sixth chapter is the research summary,limitations and prospects.First of all,a brief summary of this research is made.Secondly,the deficiencies in the research are pointed out,and then the prospects for future research are put forward.