A Study On The Factors Influencing The Continual Usage Intention Of Knowledge Payment Platforms Among College Students

The progress of science and the continuous development of Internet technology are continuously accelerating the pace of online learning for people.With the strengthening of the popularization trend,people hope to obtain the highest information value at the minimum time cost,which has led to the emergence of a new economy of knowledge payment for users with personalized knowledge needs.Compared to the same type of offline knowledge services,knowledge payment achieves differentiation based on its own characteristics such as saving time,energy,cost,and being available anytime,anywhere.Although the knowledge payment industry is an emerging industry,with the development of demand,knowledge payment platforms continue to emerge,continuously enhancing industry competition.As a result,there are a large number of homogeneous products on the platform,and user loyalty to the platform decreases.How to maintain its continuous use in a limited user group,improve user stickiness,and retain users has become an urgent issue to be resolved.As a potential customer group with a strong thirst for knowledge and a strong demand for and recognition of knowledge payment platforms,this study,starting from the perspective of college students,studies the influencing factors of users’ willingness to continue using knowledge payment platforms.Through a research method combining qualitative research and quantitative analysis,first,based on existing literature and grounded theory,it summarizes the influencing factors indicators of their willingness to continue using,Constructing research hypothesis models;Secondly,a questionnaire survey was conducted to investigate the college student population,and quantitative analysis methods were used to analyze the data obtained;Finally,construct and test the structural equation model,and discover the causal relationship between the variables within the structural equation model.Through empirical analysis,it is found that the perceived usefulness,perceived interaction,and information quality of college students have a positive impact on satisfaction;The positive effects of perceived interaction,information quality,perceived usefulness,social impact,and knowledge anxiety on willingness to continue using;The negative impact of perceived cost on college students’ willingness to continue using;Perceived entertainment has no significant impact.On the basis of the above analysis of the factors affecting the continuous use willingness of college students’ group knowledge payment platforms,this paper provides some reference and practical countermeasures for the development of knowledge payment platforms.