Research On The Relationship Between Brand Equity Of Online Knowledge Payment Platform And Consumers Purchase Intension

In 2016,the Internet's knowledge payment service entered the market.The Himalayan FM,the e-commerce platform in the field of knowledge payment,targeted the mass fragmentation time and knowledge anxiety,and gathered a large audience with diverse content such as audio products,Q&A,and video products.Customized production and marketing of paid products.According to the "New Media Blue Book: China New Media Development Report(2018),China's knowledge-paid industry scale reached 4.91 billion yuan at the end of 2017,an increase of nearly three times.It is estimated that by 2020,the scale of knowledge payment industry will reach 23.5 billion yuan.Under the guise of knowledge payment,major knowledge-paid brands have entered the game and entered the "mixed war" stage.Himalayan FM,Luo Ji thinking of Dedao APP,Zhihu University,Tencent Classroom,Netease Cloud Classroom,Douban Time and other e-commerce platforms in the past two years to complete the brand and product reputation construction,and occupy a certain market share.With the popularity of mobile Internet technology,the wave of information has made the "Matthew effect" more and more intense,and the stronger the stronger.This paper deeply investigates the brand assets of several knowledge-based e-commerce platforms under the knowledge-based payment,and through the empirical research with consumers' willingness to purchase,explores the relationship between the brand equity of the knowledge-based ecommerce platform and the consumers' willingness to purchase.Several knowledge-based ecommerce platforms in the field of knowledge payment have given inspiration to brand building and consumer research.This research summarized 14 primary brand elements that are exclusive to the online knowledge payment industry,developed a measurement scale corresponding to 14 brand elements,and summarized 4 secondary indicators of brand equity,namely brand reputation and brand effectiveness.,Brand Characteristics,brand preference.Therefore,in view of the problems of this research,from the perspective of brand equity construction in the online knowledge payment industry,combining the four perspectives of the specific brand,product,channel,and operation,the strategy and development direction of the problem are summarized.