Research On Influencing Factors Of Users' Continuance Usage Intention Toward Consultation Time And Skill Trading Platform

With the development of new technology,mobile payment and online consumption are deeply affecting people's consumption patterns.In this context,the sharing economy has begun to emerge as a representative of emerging industries at home and abroad.2016 is the first year of “knowledge and skills realization”.The increasing willingness of consumers to pay,rising income and surplus of idle time are driving the rapid development of time and skills trading platform.“ZaiHang” is generated in this context.As a time and skills trading platform,“ZaiHang” can not only promote the flow of information,but also has the characteristics of the media.“ZaiHang” constructs a new social relationship for trainees and experts through its connecting function.Therefore,the industry can be said to be a more representative platform in such platforms.Based on this,this paper chooses “ZaiHang” as the research object,and tries to solve two problems by interviewing the users and non-users : First,why users continue to use such products,second,how to attract users to continue to use them?With taking the “ZaiHang” as an example,I use the methods of literature research and in-depth interviews to study the users' willingness to use and continue to use the time and skills trading platform.The author conducted in-depth interviews with 19 users and 6 non-users.Based on the theory of Expectation Confirmation in IS context,and combined with social and emotional satisfaction in the theory of use and satisfaction,this paper supplements the Theory of Perceived Risk,and sums up the influencing factors of users' willingness to use: perceived usefulness,perceived privacy risk and perceived economic risk,as well as the influencing factors of continuous use willingness: perceived usefulness,expectation confirmation,social satisfaction and emotion satisfaction and user habits.Finally,this paper introduces the AARRR user growth model commonly used in Internet products,starting from the five stages of user growth(acquisition,activation,retention,realize self-dissemination),combining with the results of user interviews and existed successful cases,puts forward relevant user growth suggestions in view of the existing problems of “ZaiHang”.