Research On The Evaluation Of Parents’ Repurchase Intention Of Knowledge Payment In Quality Education Courses Under The Background Of "double Reduction"

In July 2021,the general office of the CPC Central Committee and the general office of the State Council issued the opinions on further reducing students’ homework burden and after-school training burden in the stage of compulsory education(hereinafter referred to as “double reduction”),which clearly proposed to reduce students’ excessive homework burden and after-school training burden.In this context,knowledge payment platforms represented by TAL,ape tutoring and gaotu quickly responded and took the knowledge payment products based on quality education courses as the main direction of business transformation.However,after the practice of knowledge payment market,many problems have been exposed in knowledge payment platforms,which has seriously influenced parents’ repurchase intention of knowledge payment.Therefore,it is necessary to study parents’ repurchase intention of knowledge payment in quality education courses,evaluate the strength of parents’ repurchase intention of knowledge payment,and then take effective strategies to improve,so as to enhance parents’ stickiness and loyalty and improve the repurchase rate of quality education courses.First of all,this thesis systematically combs the relevant literature on users’ repurchase intention of knowledge payment at home and abroad,and explores the shortcomings of the existing research on users’ repurchase intention of knowledge payment in quality education courses,so as to clarify the research focus and direction.Secondly,based on the unified theory of acceptance and use of technology,information system success model,theory of reasoned action and theory of planned behavior,and combined with the existing literature and the characteristics of knowledge payment under the background of “double reduction”,this thesis constructs the evaluation index system of parents’ repurchase intention of knowledge payment in quality education courses,which includes six dimensions: individual factors,performance expectations,perceived content quality,system factors,service factors and subjective norms.Thirdly,the intuitionistic fuzzy analytic hierarchy process is used to assign the weight of each evaluation index in the evaluation index system,calculate the weight of the evaluation index,give the calculation method of the comprehensive evaluation of parents’ repurchase intention of knowledge payment,and construct the evaluation model of parents’ repurchase intention of knowledge payment in quality education courses.Then,the questionnaire survey method is used to understand parents’ repurchase intention of knowledge payment in quality education courses,obtain the evaluation data of parents on various indicators,and comprehensively evaluate parents’ repurchase intention of knowledge payment based on the evaluation model of parents’ repurchase intention of knowledge payment in quality education courses.The evaluation results show that the overall level of parents’ repurchase intention of knowledge payment in quality education courses is in a “general” state.Finally,according to the evaluation and analysis results,this thesis puts forward corresponding suggestions to provide operable path reference for enhancing parents’ repurchase intention of knowledge payment,so as to promote the healthy development of knowledge payment platforms.