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

As a new growth point of the Internet economy,knowledge payment has a huge market scale and user base,and is an important way for people to obtain high-quality information,professional knowledge,expertise and other information.It is foreseeable that the knowledge payment industry will generate more value and possibilities in the future.On the other hand,due to the return of consumer rationality,users are also moving from the pursuit of trends to the return of rationality in the complex goods and services of knowledge payment.Therefore,it is important to study the willingness of users to pay.As the ’natives’ of the Internet,university students are receptive to new things and highly active on the Internet,and they are the largest potential group of knowledge payment users.Therefore,it is necessary to study the willingness of university students to pay for knowledge.On the basis of value acceptance theory,this study combines trust transfer theory with perceived value as the independent variable,purchase intention as the dependent variable,satisfaction as the mediating variable and trust source as the moderating variable to construct a model of the factors influencing college students’ willingness to pay for knowledge.On the basis of the previous research results,two questionnaires,"Perceived Value of Knowledge Payment Scale for College Students" and "Willingness to Pay for Knowledge Scale for College Students",were prepared for college students’ willingness to pay for knowledge,combined with qualitative interviews,and distributed through the Questionnaire Star platform.A total of 713 questionnaires were collected,of which 628 were valid,with an effective rate of 88%.SPSS23.0 and AMOS25.0 were used to conduct descriptive statistics,reliability test,correlation analysis,mediating effect and moderating effect test on the valid questionnaires.The results showed that: the perceived value of college students’ knowledge payment positively influenced their willingness to pay,the perceived value of college students’ knowledge payment positively influenced their satisfaction,the satisfaction of college students’ knowledge payment positively influenced their willingness to pay,the mediating effect of satisfaction between perceived value and willingness to pay accounted for 25.6%,and the source of trust was positively regulating the relationship between satisfaction and willingness to pay.Therefore,at present,knowledge payment platforms need to refine knowledge payment content,improve college students’ value perception,refine content quality and platform construction,improve college students’ satisfaction,link up multiple channels,gain insight into college students’ spiritual needs,improve college students’ knowledge payment stickiness,and cultivate deep user groups.