A Study On The Influencing Factors Of College Students’ Knowledge Payment Willingness

With the vigorous development of Internet technology,knowledge payment has attracted much attention as an emerging industry.Although the knowledge payment-related industry has gained momentum in recent years,behind the appearance of continuous technological innovation and richer knowledge content is the continuous decline in the growth rate of market size and number of users.Understanding and mastering the factors that affect college students’ willingness to pay for knowledge will have a profound impact on knowledge-paying enterprises and knowledge-paying industries.Therefore,this paper takes college students as the main research target,and asks the question:What are the influencing factors of college students’ knowledge payment willingness?How do these factors affect payment willingness?This paper summarizes the views of domestic scholars and foreign countries,and sorts out the influencing factors of college students’ willingness to pay for knowledge.Based on Theory of Reasoned Action,Theory of Planned Behavior and Technology Acceptance Model,it constructs product quality,perceived cost,perceived usefulness,perceived ease of use,knowledge base,perceived popularity,payment behavior attitude,perceived behavior control,and subjective norms.The research model of this factor has certain theoretical novelties.By reviewing the past literature,this paper designs a scale and questionnaire for college students.Collected data through questionnaire survey,and finally recovered 153 valid questionnaires.Hypotheses are then tested using quantitative analysis methods.From the analysis results,it can be seen that product quality,perceived cost and perceived usefulness have a positive influence on payment behavior attitude;perceived ease of use and knowledge base have positive influences on perceived behavior control;perceived heat has a positive influence on subjective norm;payment behavior attitude,perceived behavior control and subjective norm have positive influences on payment willingness.However,the willingness to pay for knowledge of college students is not necessarily caused by a single factor,and is more likely to be the result of the combined effect of multiple influencing factors.Therefore,based on the perspective of mixed methods,this paper adopts the fuzzy set Qualitative Comparative Analysis on the basis of quantitative analysis to reveal that the generation of willingness to pay for knowledge is the result of the complex effect of influencing factors,further deepening the conclusions drawn by the quantitative analysis method,and effectively make up for the knowledge Methodological deficiencies in paid-related research.The analysis results show that:in the five configurations,perceived cost and perceived heat are the core conditions of four configurations.Combining the results obtained by comparing the two analysis methods,this paper provides three recommendations for the development of knowledgebased payment-related enterprises and the future of the industry:(1)Provide high-quality and reasonably priced high-quality,professional content,improve the quality evaluation system,and strengthen the transformation of knowledge;(2)Optimize platform design and lower learning thresholds;(3)Broaden publicity channels and enrich publicity means.