Empirical Study On The Influencing Factors Of Consumers' Willingness To Purchase Knowledge Paid Products

With the rapid development of Internet,the information is too much for people,the attitudes of pay ing for high quality knowledge and consumption idea has changed,willingness to pay for the premium content becomes more intense.In this context,the company which has a high-quality knowledge paid products develops rapidly,and the knowledge paid industry develops rapidly.The user's scale of knowledge paid in China present a high-speed growth,according to the data of Aimei 2017 Chinese knowledge paid market research report,The user's scale of knowledge paid is expected to reach 188 million people.However at present,the study on knowledge paid is very lack and not systematic.Based on this study background,this study aims knowledge paid products as the research object,based on the Value-based Adoption Model(VAM)research model,the characteristics of knowledge paid products and predecessors' study for network consumption,importing a new independent variable "subjective norms" from the previously mature model Theory of Planned Behavior(TPB)into this study.Through identifying the characteristics of Knowledge paid products into five parts:perceived usefulness,perceived entertainment,perceived fees,technical characteristics and subjective norm,taking them as this study' s independent variable,taking perceived value as intervening variable,taking purchase intention as dependent variable,build influencing factors of consumers' willingness to purchase knowledge paid products model.About research method,this paper applies the literature sorting method,questionnaire method and data analysis method to ensure the scientificity and standardization of the research conclusion.Based on the above research ideas and methods,this paper puts forward a reasonable theoretical hypothesis based on the theoretical model.On the basis of the previous mature research scale,the scale of this research is determined.In the pre-survey period,90 questionnaires were distributed,81 valid questionnaires were recovered,and the recycling rate was 90%.Using SPSS24.0 software reliability and validity test,using AMOS confirmatory factor analysis,found that scale overall good.In the end,417 questionnaires were collected,and 376 questionnaires are valid after the invalid questionnaires were excluded.The qualified rate of the samples was 90.17%.By descriptive statistics,the samples are determined to fit the standard of normal analysis and can be followed up.Through the test of reliability and validity,exploratory factor analysis,confirmatory factor analysis and equation fitting,every indexes were good and fit the standards.According to the research hypothesis,structure three relationships between the independent variable and dependent variable which is unmediated,partial and complete mediations model,and the partial mediation model is determined as the optimal model.The empirical results of the optimal model show that,of the 16 hypotheses,7 are supported by data,the hypothesis is valid,and 9 are not supported by data,and the hypothesis is not valid.Finally,the revised model proves that perceived entertainment,technical characteristics and perceived value directly affect purchase intention.Perceived entertainment and subjective norms influence the purchase intention indirectly through the mediating effect of perceived value;Perceived usefulness,perceived cost and purchase intention have no relation.Finally,based on the actual situation,a more reasonable and operable opinion is proposed to the knowledge paid producing company.