Research On The Management Of User Expectation In Paid-Knowledge Products

In the increasingly fierce competition in the Internet industry,users have become an important resource for companies to compete for.“Meeting the needs of users” has also become the main way for Internet companies to create their own value and obtain returns.However,many companies do not have a deep understanding of users,and in the Internet wave,it is short-lived.“User Expectation” is an important part of the product design and demand analysis as the “ex ante expectation” for the objective existence of the product in the process of selecting or using the product.Only by deep understanding of user expectations,changing and controlling user expectations can an enterprise enhance its competitiveness and achieve customer satisfaction and loyalty.Based on this,this paper takes the expectation mental model as the research framework,relies on the theoretical basis related to user expectation and product design,and uses the literature analysis method and the in-depth interview method to analyze the knowledge of predecessors.The formation,analysis and evaluation and demand decision of the user's expectation of knowledge payment products are respectively examined.Studies have shown that users will filter their own knowledge of the objective world and the psychological representation of the inner concept world to form an initial expectation of the product.Due to external factors and in-depth experience of the product,user expectations will change.When the user expects the change to reach a certain level,the user tends to contrast the post-experience expectation with the initial expectation,that is,to expect the confirmation link,thereby guiding the decision of the demand.In order to avoid the negative effects of the mental model,the user will strengthen and correct the mental model to make it refined to guide the next decision-making behavior.This paper aims to study the user expectation management of knowledge-paid products by expecting the perspective of mental models,and provide new ideas and methods for Internet companies in the management level of product users and product design.