Factors Influencing the Intention of Knowledge Paying Consumer Behavior among College Students in Guangdong

Yaye Tang; Nutteera Phakdeephirot

doi:10.54097/hc6env17

Authors

Yaye Tang
Nutteera Phakdeephirot

DOI:

https://doi.org/10.54097/hc6env17

Keywords:

Knowledge Payment, Consumer Behavior, TPB-TAM Integrated Model, Quantitative Analysis Method

Abstract

This study utilizes the TPB-TAM integrated model to construct a theoretical model of consumer behavioral intention for knowledge payment users among university students in Guangdong Province. Using university students in Guangdong as a case study, the research analyzes the factors influencing the consumer behavioral intentions of knowledge payment users and summarizes the relationships between the relevant variables. The empirical research adopts quantitative methods and an online questionnaire survey. The data collected from the survey were analyzed using descriptive statistics, reliability analysis, validity analysis, factor analysis, correlation analysis, and regression analysis. The study finds that perceived behavioral control, copyright awareness, subjective norms, perceived usefulness, perceived ease of use, and perceived service quality are significantly and positively correlated with users' consumption intentions. Additionally, perceived behavioral control, consumption intentions, and perceived service quality are significantly and positively correlated with users' actual consumption behavior. To enhance the consumption experience and satisfaction of knowledge payment users, it is crucial for knowledge payment platforms, relevant government departments, and users themselves to work together. This collaboration should focus on effectively managing user costs, strengthening copyright protection, and prioritizing the development of online reputation, thereby promoting the healthy development of the knowledge payment market among university students in Guangdong Province.

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