Research On The Influencing Factors Of College Students’ Willingness To Pay For Continuous Knowledge

With the participation of intelligent technology,the decentralization and flattening of the network are amplified,and ordinary netizens are empowered more fully.Among various types of social media platforms,wechat and other social media,which serve as instant messaging tools,provide channels and opportunities for ordinary people to speak out.Social e-commerce platforms such as Xiaohongshu promote the evolution of online shopping behavior.In contrast,social media platforms such as Zhihu,which pay for knowledge,directly affect the traditional knowledge acquisition behavior.With the participation of social media platforms,the production mode and transmission mode of network knowledge have changed.Users need to pay for knowledge acquisition,and platforms further promote the popularization of knowledge in the Internet era with the help of the mature mechanism of knowledge payment.In view of this,in the field of practice,our knowledge payment market rapidly prospers under the user participation;On the theoretical level,the empirical research and theoretical analysis of the paid knowledge market judge the influencing mechanism of many factors,and the rich existing research results promote the deepening of the related analysis of paid knowledge.This study aims to deeply analyze the factors that affect college students’ willingness to pay for knowledge.In this regard,this paper takes the paid knowledge market as the research object,judges which factors will affect the paid knowledge purchase behavior,analyzes the group characteristics of college students in the paid knowledge market,and makes clear the correlation between the existing universal knowledge anxiety and the paid knowledge.In terms of methodology,this study selects the application of Zhihu as the research object from the special perspective of knowledge anxiety through traditional psychological models such as technology acceptance model and fine processing possibility model,and further studies the influencing factors of college students’ continuous knowledge payment,and draws the outline of the relationship network among the main factors affecting college students’ use of the knowledge payment platform.The internal mechanism and deep mechanism affecting knowledge payment market are revealed from the microcosmic level.Using the method of questionnaire survey,data analysis software SPSS20.0 and structural equation model software AMOS22.0 were used to analyze the continuous knowledge payment behavior of 467 college students.The results show that perceived usefulness,perceived ease of use,knowledge anxiety and perceived value all have a significant positive impact on consumers’ continued knowledge payment behavior.Perceived usefulness has a positive impact on consumers’ perceived value,while perceived risk has a negative impact on consumers’ perceived value.In view of this,this paper has a certain theoretical contribution to the construction of the explanation mechanism of college students’ paying factors for continuous knowledge.As a cross section to interpret Chinese social mentality and social phenomena,the in-depth analysis of college students based on the technology acceptance model is helpful for this paper to judge Chinese netizens’ willingness to pay for knowledge continuously,respond to some questions of the knowledge payment market in judging the industrial development trend,and provide reference for further in-depth analysis of the evolution of knowledge payment mode in the intelligent era.With the intervention of generative artificial intelligence technology in the field of knowledge production,human-machine communication mode affects the basic mode construction of knowledge question and answer,and has a direct effect on the public’s willingness to pay for continuous knowledge.