Research On Influencing Factors Of Users' Satisfaction With First Online Knowledge Payment

With the rapid development of society,the transformation and upgrading of the consumer structure of residents has become a consensus in modern society.Under the background of technological progress and "knowledge anxiety",online knowledge payment came into being.Since 2016,online knowledge payment platforms have emerged one after another.Knowledge payment platforms such as access,knowledge live,Himalayan FM,and reply have attracted many users.At present,the academic research on knowledge payment mainly focuses on the interpretation and prediction of the phenomenon,development and trend of knowledge payment,and is less analyzed and studied from the perspective of users and platforms.The research mainly explores the factors that affect the user's initial online knowledge payment satisfaction through the platform perspective,and the extent of these factors affecting the user's initial payment satisfaction.On this basis,it explores whether there is room for optimization for the platform side and explores the rationalization.Practical suggestions.Based on the perceptual value model and the technology acceptance model,this paper constructs the influence factor model of user's first online knowledge payment satisfaction based on literature review and in-depth interview results.Through the online and offline questionnaires,after removing the invalid questionnaires,SPSS software was used to analyze the data,verify the assumptions,and draw conclusions.The data analysis results show that 6 of the 9 research assumptions have passed the verification.They are the platform brand value,platform content value,platform ease of use,and platform strategy will positively affect the platform's perceived value,and the user's first online knowledge payment satisfaction.Positive impact.Among them,the platform brand value and the platform content value have the greatest impact,and the platform ease of use and platform strategy are the second.The perceived cost does not have a significant impact on the user's first online knowledge payment,and personal innovation does not have an impact on the user's first online knowledge payment satisfaction,but the social impact has a certain negative impact on this.Based on the above research and analysis,the author puts forward some suggestions on the operation optimization of the knowledge payment platform at the end of the article,such as paying attention to the brand value of the platform and strengthening the brand building of the platform;Strengthen the construction of content and improve the content system;Improve user experience and improve business strategy;Improve the platform after-sales service,pay attention to word-of-mouth communication,etc.for the platform to improve user satisfaction to provide reasonable practical suggestions.