Research On The Problem And Countermeasures Of Users’ Repurchase Intention Of Knowledge Payment Platform

At present,the explosive growth of knowledge payment platform users has created huge economic value,and knowledge payment and the business model behind it have proved to be extremely valuable and have great development potential.However,as the knowledge payment market returns to rationality,how to improve the user’s willingness to repurchase has become an unavoidable and important issue.According to industry experience,the cost of maintaining an old user is much lower than the cost of acquiring a new user,for the platform,activate the old user’s willingness to repurchase,develop stable consumption habits,can enhance user value,and bring stable benefits to the platform.Therefore,based on the S-O-R framework,this paper analyzes the reasons for the low willingness of users to pay for repurchase of knowledge.Combined with the results of in-depth interviews with 20 users,this paper summarizes the key demands of users’ willingness to pay for knowledge and repurchase.Corresponding countermeasures for purchase intention.The study found:The repurchase willingness of users to pay for knowledge will be stimulated by factors such as price,products and services.The stimulation of external factors will lead to changes in the user’s internal psychology,which in turn will cause users to have a realistic response of low repurchase willingness.Based on in-depth interviews with users,this paper finds several demands of users’ willingness to pay for repurchase knowledge,such as: under the influence of profit-seeking psychology,users will have price demands of "reducing costs and improving efficiency".The price of knowledge products,on the other hand,is expected to maximize personal interests at the same price;under the influence of truth-seeking psychology,users will have content demands of "not spending money in vain",expecting the content of paid knowledge products to be easy to obtain The three characteristics of practicality,practicality and uniqueness can match personal reality,solve real needs and cover the latest trends in society;under the influence of preference psychology,users will have "quick,accurate and ruthless" service demands,which are mainly reflected in instant services.Efficiency,appropriate service atmosphere and complete service links.On this basis,this paper proposes countermeasures to enhance the user’s willingness to pay for repurchase of knowledge: first,to meet the user’s profit-seeking psychology,let the user benefit,and awaken the user’s willingness to repurchase;second,to pay attention to the user’s truth-seeking psychology,to create serialized,immersive,and hot content to meet the user’s demand for readily available,practical and unique content;third,to cater to the user’s preference psychology,by providing multi-touch,personalized and long-term knowledge services,to help the platform achieve immediate service efficiency,create a suitable service atmosphere,Create a complete service link.Through these countermeasures,we ensure the user’s payment experience every time,and then fundamentally solve the practical problem of the user’s low willingness to pay for repurchase of knowledge.