The Effect of Cognitive and Experiential Elements on Consumer's Continuous Purchase Intention:Mediation Role of Satisfaction and Trust
Online knowledge payment platforms have great market value due to their mature and diverse knowledge products and services.Especially in China,the market size and target users of online knowl-edge payment platforms are rapidly growing and expanding.However,due to increased risk issues,us-er satisfaction and trust have decreased.A research model was established based on TAM theory,with satisfaction and trust as mediators,to examine the relationship between user perception factors,exter-nal factors,and sustained purchase intention.Structural equation modeling(SEM)was used to evalu-ate the potential factors of user sustained purchase intention.The research results indicate that user perceived value has a positive impact on user satisfaction;External factors also have a positive impact on user satisfaction;The perceived value of users and external factors will have an impact on their will-ingness to continue purchasing through two indirect factors,satisfaction and trust.
万方数据
维普
