Research On Online Knowledge Sustainable Pay Intention Based On Lifestyle Theory

With the popularization of mobile Internet and the development of new media technology,information is redundant and excessive,people have knowledge anxiety in the fierce social competition environment,and the willingness to pay for quality content has become stronger.Data from ii Media Consulting’s "2020 Special Research Report on the Development of China’s Knowledge Payment Industry" shows that the scale of online knowledge payment industry is expected to reach 67.5 billion yuan in 2021;The number of users will reach 477 million,showing a steady growth trend.Based on the research background,this study used the knowledge of online subscribers as the research object,introducing the theory of life style,the way of life as the independent variable,the continued willingness to pay as the dependent variable,and combining knowledge online payment features,adopted the perspective of customer perceived value,and design sustainable pay intention will influence factor model.According to the above research ideas and methods,this paper puts forward reasonable theoretical assumptions based on the constructed theoretical model.In the previous mature research scale on the basis of appropriate modifications to determine the questionnaire;After the pre-survey test,descriptive statistics and structural equation model test were carried out on426 selected questionnaires using SPSS and AMOS software.The empirical results show that the lifestyle has a direct impact on the willingness to keep paying,and the consumer perceived value has an indirect impact on the willingness to keep paying.Based on the causal relationship,this paper uses cluster analysis to segment the lifestyle market,and divides the online knowledge paying users into four categories: fashioners,medimediates,communicators and pioneers,and puts forward corresponding marketing strategies for different market segments.The chi-square test of demographic variables and ethnic groups with different lifestyles shows that there are significant differences in age,monthly income and occupation variables of ethnic groups with different lifestyles.Finally based on the above conclusions,the author to pay online knowledge platform put forward four strategies,is to improve the paid content respectively professional level,reasonable pricing,marketing strategy innovation,strengthen the social attribute of the product,and put forward the corresponding marketing strategies for different subdivision market,in order to enhance users’ willingness to continue to pay,promote the benign development of the industry.