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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2023.6
- 수록면
- 107 - 115 (9page)
- DOI
- 10.31152/JB.2023.06.8.3.107
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초록· 키워드
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Knowledge payment is an important form of sharing economy. Research on the continuous use willingness of knowledge payment consumers will help to realize the sustainable development of the knowledge payment industry. Based on the information adoption model and the customer engagement theory, the function model of consumers" willingness to continue using knowledge payment is constructed. Data are collected through the questionnaire star platform, and the model and hypothesis are tested by SPSS23.0 and AMOS24.0. The results show that information quality and credibility of information sources have significant positive effects on customer psychological engagement and behavioral engagement; Customer engagement has a significant positive impact on the willingness to continue using knowledge payment; Customer engagement plays an intermediary role between the quality of information and the credibility of information sources and the willingness to pay for continuous use of knowledge. This study emphasizes the importance of information quality, credibility of information sources and customer engagement in influencing consumers" willingness to continue using knowledge payment products, and provides some reference for the knowledge payment platform to develop effective online marketing strategies.
목차
I. Introduction
II. Literature Review
III. Research Models and Assumptions
IV. Research Design and Analysis
V. Research Conclusion and Enlightenment
Reference
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