Research On Factors Influencing Satisfaction Of Paid-for-knowledge Products

Since 2016,payment for knowledge has been around for more than five years.At the beginning,capital entered the market to seize opportunities,and many related platforms and products emerged one after another.However,as the market gradually got on the right track,a large number of knowledge payment platforms only existed for a short time,and then they were submerged in the market torrent,leaving only a few high-quality platforms.Ii Media.com believes that the development of China's payment for knowledge industry has entered a relatively mature stage,and capital is gradually moving closer to leading companies.This fully demonstrates that Darwin's law of survival of the fittest is also followed in the field of payment for knowledge.The survival of the fittest is the inevitable result of competition and development..At present,the knowledge payment platform has been divided into comprehensive and vertical business models,and the user scale has maintained a steady growth trend.It is expected that the market size will reach 67.5 billion yuan in2021.However,due to the negative effects of savage growth,the lack of supervision has caused the fatal pain point of low repurchase rate of knowledge-based products,and doubts about its "sale anxiety" and "harvesting IQ" have always existed.In the market,the proportion of paying users is still not high,and there are very few secondary purchases.Therefore,it is of practical significance to explore the factors that affect the user satisfaction of paid-for-knowledge products to promote the development of payment-knowledge platforms,improve the optimal design and quality output of paid-for-knowledge products,and break the bottleneck of the development of payment for knowledge.The main purpose of this research is to explore the factors that affect the satisfaction of paid knowledge products.First,start with the concept of knowledge and payment for knowledge,and then sort out the reasons for the rise of payment for knowledge.Then,taking Zhihu as a case study,based on perceived value,expectation confirmation theory,and technology acceptance model,starting from the two dimensions of perceived value and perceived quality,construct the SEM structural equation model of knowledge-paid products.At the same time,referring to previous studies,the variables expected by payers are extended,and finally evaluation indicators such as perceived content quality,perceived service quality,perceived cost,perceived usefulness,and payer expectations are formed,which in turn involve 2dimensional first-level indicators and 7 Two-level latent variable indicators and 26three-level explicit variable indicators.The questionnaire survey in this article is conducted through online channels such as the questionnaire,and SPSS software is used for data analysis to finally verify the research hypothesis.On the basis of practical analysis and data analysis,the author puts forward some suggestions to the producers and operators who pay for knowledge in terms of factors affecting satisfaction.It mainly includes enhancing the quality of content output,improving the full-service system,setting product prices differentiated,and enhancing product experience to increase user expectations.