Research On Factors Influencing Internet Knowledge Payment Users' Sustainable Usage Intention

With the rapid development of the Internet,especially the mobile Internet,it has become a reality that digital products can be traded through the Internet.After a period of unwillingness to pay for content due to the spiritual rule of free supply of Internet content,the pay content market has gradually been paid attention to.The online knowledge payment platform is the upgrade mode of the content payment platform.At present,the type of pay for knowledge is mainly for the forms of paid consultation,pay audio and pay live provided by Logical Thinking,Knowing Live,Fenda,Himalaya FM and so on.It opens a paid shared economic model of knowledge as a trafficking.Knowledge payment is an innovative industrial form that knowledge producers integrate books,theoretical knowledge,professional skills,information and other content with self-knowledge accumulation,and then systematize and structuralize these factors into standard paid products.These paid products will be transferred to users by billing system and business model,which are built by online payment platforms,to satisfy users' needs concerning self-quality cultivation,knowledge accumulation,skills upgrading,topics of conversation enriching and social communication.Different from online education and content payment,paying for intellectual property right presents a knowledge production method that every person can talk to everyone and share the knowledge of earnings.Its distinctive features are better consistent with mobile production and consumption patterns,more diversified contents,shorter duration,and more flexible expression.Since 2016,the market of paying for intellectual property right has developed fast and the competition in this market in becoming stronger.On the one hand,it is because that numbers of new users flood into the field of paying for intellectual property right.On the other hand,low repeat purchase rate of paying for intellectual property right and poor stickiness make the topic of retaining users to be more focused in this field.Since the emergence of user-centered concept,researches on the sustainable usage of users has gained wide attention,and rich research results have been obtained.However,there is little research on users' online purchasing behavior,especially the paid behavior of knowledge products.Therefore,taking users and platforms of paying for intellectual property right as research objects and based on the expectation confirmation theory,this paper will explore the inner mechanism of influences on the behaviors of continuous usage of paying for intellectual property right online so as to provide guidance and suggestions for knowledge platforms.That is to say,this study selects the knowledge payment platform as research object to explore the factors that affect the users' sustainable willingness to use the online knowledge platform from the theoretical and empirical aspects,in order to contribute to the theoretical and practical value.On the basis of empirical analysis of data of 196 collected valid questionnaires,this research draws the following conclusions.Product quality,service quality,purchase cost,and social experience significantly influence users' willingness of sustainable usage intention.Perceived value plays the role of intermediary.Based on the above analysis,suppliers should enhance users' social experience and sense of community by raising product quality,improving knowledge service platforms,saving user's financial cost,time and energy.Additionally,suppliers should build useful links for the entire process of users' learning,supply users with approaches of depth of knowledge absorption,and promote users' satisfaction and repurchase rate comprehensively.The innovation point of this article lies in the following points.Firstly,it makes up for the deficiency of the existing literature on knowledge payment research.Since the advent of pay for knowledge in 2015,all sectors of society have given great attention and scholars have a great interest in its inquiry.While the payment of knowledge is still in the early stage,and the results of academic research are relatively limited,and there is few literature research on consumer behavior such as the sustainable willingness to use Internet paid knowledge.In this paper,the platforms who provide the paid knowledge and the users who get the paid knowledge are the analysis objects to study the Internet knowledge payment users' sustainable usage intention.To a certain extent,the research object and research content have been innovated.Secondly,the concept of knowledge payment is put forward innovatively.In view of the lack of research on pay for knowledge at present,this study attempts to define and classify the concept of knowledge products,the definition and implementation mechanism of knowledge payment,and to a certain extent,it has supplemented the comprehension of knowledge payment.Thirdly,it explores the factors and paths that affect the sustainable willingness to use the paid knowledge,enriches the presentation and induction of the antecedent variables,and probes into the empirical research method of the object of knowledge payment.