The Research On The Influence Of Interactive Perception On The Continuous Use Intention Of Users Who Use Knowledge Payment Platform

With the continuous development of information and communication technology,people can find all kinds of information they want on the Internet.However,this requires a lot of time and energy from users.Knowledge payment platform helps people solve this problem,and greatly reduces the search time of users.The rapid development of knowledge payment platform in China is influenced by many factors,such as fierce competition,the rising awareness of knowledge products and the widespread use of mobile payment technology.Although knowledge payment is an emerging industry in China,the competition is increasingly fierce.We must recognize the significance of the knowledge payment industry.It can pass on our knowledge.According to a survey of consumers who had paid for knowledge,only 38 percent said they were satisfied and would continue to use it in the future.We must note that users are an important resource for enterprises.If the knowledge payment platform wants to develop for a long time,it must seize the customer market,reduce the loss rate of users and retain valuable loyal users.Only in this way,the platform can continue to develop through knowledge product payment,value-added services and other profit models.At present,the rise of knowledge payment is short,the academic research on knowledge payment is mainly in the connotation,classification,payment model,platform profit model and the existing problems of the platform.Scholars mostly analyze the factors that affect the willingness to pay qualitatively,but there are few empirical studies on the willingness to pay and willingness to use continuously.Man does not exist in isolation,but lives in a society connected by various bodies through various relations.Therefore,people are bound to interact with other subjects.This interaction will affect people's psychological mood and subsequent behavioral reactions.Based on the existing research,this paper discusses the influence of interaction perception on users' willingness to continue using.Based on the literature,the corresponding research hypothesis and theoretical model are put forward.Secondly,the empirical study of this paper takes users of knowledge payment platform as the survey object,and We Chat,microblog and QQ,which have a large user base,are mainly used to send the questionnaire to users.In addition,the knowledge payment platform also are attached qr code questionnaire,more close to users.Finally,303 valid questionnaires were obtained.The 303 questionnaires obtained were statistically analyzed by SPSS.By using the regression method to test the hypothesis proposed in this paper,the following conclusions are obtained:perceived usefulness,perceived ease of use,perceived functionality,perceived sociality will have a positive impact on the continuous use intention of users of knowledge payment platform.Perceived usefulness,perceived ease-of-use,perceived functionality and perceived sociality positively affect users' attachment to the platform.Platform attachment has a significant positive effect on the willingness to continue using knowledge payment platform.Attachment mediates between perceived usefulness,perceived ease of use,perceived functionality,perceived sociality and users' intention to continue using.Conversion cost plays a positive role in regulating platform attachment and users' willingness to continue using the platform.The findings of this study also have important management implications for how to improve users' willingness to continue using knowledge payment platforms:consumer psychology is complex and can be affected by many factors.When you use the platform,you interact with the platform,knowledge providers,and other users.This interaction,as an external stimulus,will affect the user's psychology.Therefore,the platform should enhance the interactive perception;Attachment,as an emotional connection,is the third pathway to loyalty.Platforms should strive to build emotional connections between users and platforms.In today's fierce competition,if the platform increases the investment of users' emotion,it can obtain a high continuous utilization rate.Users must pay some cost when switching service providers.This conversion cost will prevent users from switching to competitors,so the platform needs to increase the conversion cost of users.