Research On The Influencing Factors Of Users’ Continuous Use Behavior And Satisfaction Evaluation Of Online Payment Q&A Platform

With the rapid development of mobile Internet,for all kinds of information has filled with our life,since 2016,our country pay knowledge areas show explosive growth trend,the era of information explosion makes people produced a certain degree of anxiety,based on this background,promoting the development in the field of pay for content.Knowledge can be traded online as a product,represented by zhihu of platform is also growing,paid Q&A is a form of pay for content first,the continuous development of it provides users with problem solving and new channels of obtaining information,also make ordinary users and celebrity to pay asking a master a new way of communication.Most of the domestic and foreign researches on online paid Q&A platform focus on the platform,but few researches on the user satisfication-based continuous use behavior from the perspective of user satisfaction.The development of online paid Q&A platform depends on the continuous use of users.Users’ satisfaction with the service of Q&A platform directly affects users’ continuous use and future payment behavior.Therefore,how to avoid user loss and identify potential users has become an urgent problem for the platform.Exploring the factors that influence users’ continuous use of online question answering platform can help online question answering platform operators to understand users’ needs,provide better services and gain more revenue.Therefore,on the basis of summarizing the research status of the factors influencing the use of online paid question answering platform,this thesis introduces the theory of "stimulus-organic-response" to build a research model of influencing factors,and adopts the questionnaire method to empirically test the model.The results show that satisfaction is significantly affected by quasi-social relationship,platform quality and social influence,and the influence is positive.Transfer cost also has an impact on satisfaction,but it is not significant.Satisfaction has a significant positive impact on persistent use behavior.On this basis,the user satisfaction evaluation system of online payment question answering platform is constructed,and the user satisfaction evaluation model is constructed by using fuzzy analytic hierarchy process and combining with the characteristics of online payment question answering platform.Taking Zhihu question and answer as an example,this thesis uses questionnaire survey to collect data and conduct empirical research.In the user satisfaction evaluation index system of Zhihu Q&A,the user satisfaction evaluation of interface features is very good.The user satisfaction evaluation of service quality,content construction and system quality is better;The feedback mechanism was rated as average by users.Based on this online payment Q&A platform should strengthen the construction of service quality,content construction,system quality and feedback mechanism.On the one hand,this study can provide some reference for online question answering platform to better understand the needs of users so as to better improve the service.On the other hand,it also supplements and improves the existing literature,which is of certain significance to the sustainable development of online Q&A platform.