Abstract:

Based on the technology acceptance model， combined with the theoretical analysis

of existing knowledge payment related research， this paper summarizes the factors that may

affect the consumption behavior of knowledge payment users， and constructs the consumption

intention model of knowledge payment users. Then designs questionnaire according to the model

for data recovery， using SPSS and Amos for data analysis to test the consumption intention

model of knowledge payment. The conclusion that subjective norms， perceived value and low

perceived cost are positively related to the consumption intention of knowledge payment users

is drawn. Finally， the paper puts forward some suggestions for the three factors influencing the

consumption intention of knowledge payment users in order to provide effective reference for the

future development direction of knowledge payment industry.

Key words:

Knowledge payment Subjective norms Perceived value Perceived cost

Consumption intention

CLC Number: 

• G235