A Study on the Preference and Consumption Intention of Chinese College Students for Online Knowledge Payment

Abstract

The phenomenon of knowledge payment mainly refers to the phenomenon that the recipient of knowledge pays for the knowledge reading. The year of 2016 is known as “the first year of knowledge payment”. With the continuous progress of Internet technology, online knowledge payment has become an important trend of development. Students are the main consumers of knowledge products. It will help enterprises to design products with better quality by studying students' preferences and consumption intentions for online knowledge payment products, and it will be easier to meet the needs of the public. This article first makes the simple classification of the platforms of the knowledge payment, through the information on the Internet. Then with the methods of literature review, and questionnaire survey, it is concluded that the students are more inclined to choose the video class, the type of documentation platform, online courses, content of school related courses and the interest/practical skills class of products; The key factors that influence students' choice of knowledge payment platforms or products are also the main reasons that trigger students' willingness to consume knowledge payment products. This includes the ease of availability of the online product itself, and the quality of the paid product compared to the free product. This paper proposes that we should cater to students' preferences and needs, and design corresponding products for this group; Work closely with the school to further meet students' academic needs; Enrich and improve students' extracurricular interest and skills courses; Improve the interactive nature of the paid knowledge products; Increase publicity; This paper is to optimize the user feedback mechanism and improve their product quality hard power recommendations.