Research On The Users’ Continuous Use Intention Of Online Knowledge Payment Platform

With the rapid development of the Internet and information technology,the Internet has gradually become the main channel for the public to obtain information in China.However,it takes a lot of time and energy to search for the required information from the massive free data on the network platform,and users urgently need efficient and high-quality information services.At the same time,the mobile payment system is becoming more and more perfect.Against this background,the market scale of knowledge payment industry is expanding rapidly,and online knowledge payment platform is flourishing.However,there are many problems in the development of online knowledge payment platform,such as difficulty in guaranteeing the quality of knowledge products,serious homogenization of contents,and low user stickiness.This study takes the users of online knowledge payment platform as the research object and investigates the factors that affect the users’ willingness to continue using online knowledge payment platform,so as to provide corresponding suggestions and references for the sustainable development of online knowledge payment platform.This study adopted a combination of qualitative and quantitative analysis to explore in depth the factors influencing users’ willingness to use online knowledge payment platform continuously from the perspective of users.First,on the basis of extensive study of literature and using the method of grounded theory,users of online knowledge payment platform were selected to conduct semi-structured in-depth interviews to obtain original information,and then coded in three levels in turn,and finally 56 initial concepts were extracted,and 23 initial categories and 7main categories were obtained by organizing and summarizing.On this basis,a theoretical model of factors influencing users’ willingness to continuously use online knowledge payment platform was constructed by drawing on the SICAS model.Secondly,from the perspective of quantitative analysis,the key influencing factors among the factors influencing users’ willingness to use continuously were investigated.A questionnaire was designed based on the results of grounded theory and existing research literature,and 176 valid questionnaires were collected through online distribution.SPSS 26.0 was used to test the reliability and structural validity of the questionnaire and calculate the information gain between each variable and the willingness to use the platform continuously.It was found that interaction atmosphere,interaction efficiency,time cost,user preference,interaction experience,information quality,platform identity,system quality,payment attitude and platform reputation were the key factors influencing users’ willingness to keep using the platform,and these 10 key influencing factors were distributed in 6 areas,including system factor,platform image,perceived value,emotional factor,perceived cost and user experience.Finally,in view of the research results,suggestions were made for the sustainable development of online knowledge payment platforms,such as widening communication channels,strengthening platform construction,creating personalized services,strictly controlling product quality,organizing thematic activities,and building brand images.