Analysis of Factors Affecting Knowledge Payment: A Case Study on Chinese Higher Vocational Students

Zhang Ling
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Zhang Ling: Asia Metropolitan University, Malaysia.

International Journal of Science and Business, 2022, vol. 16, issue 1, 285-299

Abstract: In China, knowledge payment is rapidly emerging, but it also faces huge challenges. There are more than 12 million higher vocational students in China, and they are an important customer group for knowledge payment. How the knowledge payment platform retains Chinese vocational students has become one of the research hotspots. This paper draws on the research results of previous scholars in the fields of PV (Perceived value), FE (Immersion experience), and PU (Perceived Usefulness) in the fields of consumption and online learning, and attempts to explore the influencing factor model of higher vocational students' knowledge payment. Taking two grades of students from City College of Huizhou as the subject of investigation, this paper explores the influence of perceived value, perceived usefulness, and immersion experience on payment behavior, and explores the possible mediating effect of immersion experience. This study adopts the method of quantitative analysis, based on SPSS25.0, carries out canonical correlation analysis, multiple regression analysis, and mediation effect analysis on 910 valid questionnaires. The study found that perceived value and perceived usefulness promote each other, PV has a positive impact on PB, PU has a positive impact on PB, FE has a positive impact on PB, and FE has a positive impact on PV and PB. There is a mediating role in the relationship between behaviors, and perceived value has a mediating role in the relationship between PU and PB. It provides theoretical and practical reference for knowledge payment platform managers and knowledge product producers.

Keywords: Chinese Vocational Students; Perceived Value; Perceived Usefulness; Flow Experience; Knowledge Payment Behavior. (search for similar items in EconPapers)
Date: 2022
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