A Study on the Factors Influencing Users" Willingness to Pay on Online English Knowledge Platforms

Abstract

With the rapid development of the mobile internet, the way people access information and knowledge is changing and acquiring knowledge from the internet has become a daily choice. Against this background, " pay for knowledge " has emerged as an emerging industry combining the Internet and the content industry, with a growing number of knowledge payment platforms. Competition is also becoming more intense and user retention rates are low. In order to promote the sustainable development of online knowledge payment platforms, platform operators need to have a comprehensive understanding of the factors that influence users" willingness to pay. Based on this, this study constructs a theoretical model to influence college students" willingness to pay for knowledge based on the platform interaction perspective and introducing user stickiness and trust as mediating variables. The study found that all factors of platform interactivity had a significant positive impact on user stickiness and trust. User stickiness and trust have a significant positive effect on willingness to pay. In addition, the mediating role of user stickiness and trust is validated. Through these research results can be found compared to other types of platforms, interaction between users and between teachers and users is more important in the management of language platforms, only by improving the interactive capability of the platform can we better improve the learning effect of the users and make them feel that the platform is useful for them to improve their English skills, makes recommendations for platform operators.