A Research On The Users' Continuance Behavior About Products Of Paying For Knowledge Online

In order to better understand the users' continuance behavior about products of paying for knowledge online,and accordingly put forward corresponding reference suggestions for the current products in maintaining or enhancing user stickiness,this study takes the Expectation Confirmation Theory as the theoretical basis,and constructs the structural equation model of users' continuance behavior about products of paying for knowledge online from the concept of perceived value,To investigate the user groups who have continuance behavior of products and are using products of paying for knowledge online.The survey collected 372 valid questionnaires,trying to fully explore the significance of the data through two aspects of data processing.First of all,closely around the theoretical model and questionnaire data,this paper tests and verifies the influencing factors and paths of their willingness to continue to use knowledge-based paid products in the next step: the influence of five perception dimensions on satisfaction,and the influence of satisfaction on their intention to continue to use knowledge-based paid products in the next step.The conclusions are as follows: first,there is a significant correlation between the age of users and the types of products they use.Second,the change of user perception has an important impact on decision-making and follow-up behavior.Specifically,the content value,emotional value and service quality have a positive and significant impact on user satisfaction,while the perceived cost has a negative and significant impact on user satisfaction.Among them,the content value has the greatest impact on user satisfaction,but in the process of continuance behavior,Users' perception of social behavior does not affect their satisfaction.Third,satisfaction has a positive impact on users' willingness to continuance behavior of products.Secondly,on the basis of verifying the five perception dimensions satisfaction continuance behavior path in the model,in order to further extract specific suggestions and measures from the user perception dimension that may help the product side to improve the current problems of low Re purchase rate and low continuous use rate,the product types and corresponding user groups are subdivided,This paper focuses on the perception differences and non positive perception dimensions of users of different types of products in the process of continuance use.It is found that the product side should pay attention to the following four aspects of users' perception in the process of continuance behavior: first,users' perception of the content value of thinking products is low.Second,users' perception of the service quality of products for parent-child education is low.Third,users' perception of the cost of products of classical culture edification and entertainment is high;Fourth,generally speaking,people's emotional dependence on products needs to be strengthened.Combined with other data,the study finally concluded that different types of products of paying for knowledge online should start from their own positioning and user needs,and focus on improving users' perception and judgment of content,emotion,service and cost in the process of continuance use by building user tags,creating open communities,enriching service scenarios and standardizing cash flow path,So as to promote its further continuance behavior.