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.
维普
万方数据