| With the popularization of the Internet and the arrival of the era of cognitive surplus,2016 ushered in the first year of knowledge payment.After a short spurt of growth,knowledge payment platforms ushered in a frozen period of development.In the first quarter of 2019,the growth trend of the scale of knowledge payment industry and user scale declined obviously.In the knowledge payment industry,"three low" problems such as reduced use time,lower rate of re-purchase and lower rate of course completion appear frequently,and service quality problems of knowledge payment platforms occur frequently.In view of the low continuous use behavior of paid knowledge products by users of knowledge payment platforms,the service quality problems existing in knowledge payment platforms can be optimized by accurate measurement to further promote the continuous use behavior of users.Therefore,based on the perspective of service quality of knowledge payment platform,thesis paper explores the mechanism of continuous use behavior of users,and provides decisionmaking suggestions for the effective operation of knowledge payment platform.The research work of thesis paper is mainly divided into the following three parts.(1)The evaluation index of service quality of knowledge payment platform is determined,and then the theoretical model of continuous use behavior of users considering service quality of knowledge payment platform is established.Based on SERVQUAL model and the characteristics of knowledge payment platform are analyzed,and selected the related payment platform nine and knowledge service quality evaluation indicators,using the method of fuzzy optimal worst(FBWM)concluded nine indicators of important degree of sorting,selecting important degrees higher,six indexes of perceptual respectively,reliability,interactivity,assurance,empathy,ease of use,As an evaluation index of service quality of knowledge payment platform.Model building,the selection of expectation model(ECM)based on the model,integration of planned behavior(TPB)theory,integrated technology acceptance and use theory(UTAUT)intention to behavior role relationship,into six evaluation indexes,the quality of our service to introduce the variable "habit" as a continuous use intention and behavior regulation of variables,A theoretical model of continuous user behavior considering service quality of knowledge payment platform is constructed.(2)Base on the theoretical model,research design and data collection were carried out.Base on the questionnaire method,the evaluation indicators of service quality and the influencing factors of continuous use behavior in the model are defined and the scale of variables is designed.The relationship between 13 latent variables is sorted out and 15 research hypotheses are proposed.Furthermore,the process of data collection and the basic situation of the users of the knowledge payment platform in this survey are analyzed descriptively,including demographic analysis and user behavior characteristics analysis of the sample.The analysis of user behavior characteristics covers the user’s access to the knowledge payment platform,the use of knowledge payment APP,the types of commonly used paid knowledge,the user’s frequency of use,the duration of single use,the purpose of using the platform,the content that users pay attention to and the factors affecting the user’s purchase of paid products.(3)Thesis paper empirically analyzes the user continuous use behavior model considering the service quality of knowledge payment platform and puts forward specific suggestions.After passing the reliability and validity tests of the measurement model,the structural equation model was used to verify and analyze the theoretical model,and the adjustment effect was verified by the Process method.The results of 15 hypothesis tests and the standardized path coefficients between variables of the theoretical model were obtained.Furthermore,based on the empirical analysis results,specific suggestions are put forward to improve the continuous use behavior of users respectively from the six evaluation indicators of service quality: assurance,reliability,empathy,interaction,ease of use and perception. |
