Author(s)

Shiqi Liu ¹, Lu Wang ²

Affiliation(s)

¹ Shenzhen Campus of Jinan University, Shenzhen, China
² Harbin Institute of Technology, Harbin, China

Corresponding Author

Shiqi Liu

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.

KEYWORDS

Internet, Knowledge payment, Online, College students, Preference, Consumption intention

CITE THIS PAPER

Shiqi Liu, Lu Wang. A Study on the Preference and Consumption Intention of Chinese College Students for Online Knowledge Payment. Advances in Educational Technology and Psychology (2021) 5: 55-62. DOI: http://dx.doi.org/10.23977/aetp.2021.56009.

REFERENCES

[1] Chao Kong, Xuan Ding, Yiling Tang. Domestic research hotspots and frontier visualization analysis of payment for knowledge [J]. Journal of Library Science, 42 (11), pp.95-100, 2020.
[2] Songjin Zheng, Pengfei He, Sichen Wang, et.al. Investigation and analysis of college students’ “pay for knowledge” behavior [J]. Technology Wind, 17, pp.231-232, 2020.
[3] Rongjian Yuan. Pay for knowledge [M]. Beijing: China Machine Press, pp.45, 2019.
[4] Juan Chen, Jinxu Li. Research on college students’ preference for paid knowledge products--Taking ten universities in Guangzhou university city as examples [J]. 41 (12), pp.119-126, 2019.
[5] Jingjing Ge, Dongsheng Li. Study on Big Five personality traits and online knowledge payment behavior of college students [J]. Journal of Zhejiang University of Science and Technology, 32 (05), pp.393-400, 2020.
[6] Jun Liu. Public Relations [M]. Beijing: China Machine Press, pp.13, 2006.
[7] Qiong Li. Research on users' willingness to pay for online knowledge payment platform [D]. Tianjin University of Commerce, 2020.
[8] Yuanyuan Yang, Mengqian Wu, Meng Xu, et.al. Research on the status quo of payment for knowledge development and brand prospects--Taking Nanjing university students as an example [J]. Brand, 02, pp.81-84, 2020.
[9] Chenxue Zhang. Investigation and research on the purchase of paid knowledge products by college students [J]. Economics Research Guide, 34, pp.63-66+137, 2019.

Sponsors, Associates, and Links

---

• Curriculum and Teaching Methodology
  
  
• Transactions on Comparative Education
  
  
• Applied & Educational Psychology
  
  
• Advances in Vocational and Technical Education
  
  
• Adult and Higher Education