DISCUSSION ON THE INFLUENCING FACTORS OF MOBILE KNOWLEDGE PAYMENT

Abstract

Nowadays, knowledge has become a commodity in the form of digital information in mobile consumption scenarios, and consumers are willing to pay through knowledge product APPs on mobile platforms. In reality, mobile knowledge payment not only serves as an internal means to promote national spiritual consumption but has also become one of the hotspots in academic research. Current literature on knowledge payment mainly focuses on three areas: pricing research, business model research, and user behavior research. Among these, user behavior research primarily examines participation behavior and consumer choices, but there are still some shortcomings in exploring the factors influencing knowledge payment. This paper focuses on the concept of "knowledge payment" and uses the SOR (stimulus-organism-response) model as the basis to analyze the internal and external factors influencing knowledge payment. The dual purpose is to provide suggestions for the real industry and to supplement new academic theoretical perspectives. The study concludes that knowledge product quality, knowledge anxiety, knowledge opinion leaders, and APP marketing influence knowledge payment behavior through consumer perceived value and satisfaction.