Research on the Perceived Value of College Students for Knowledge-Paying Products

Abstract

In recent years, the rapid development of the knowledge payment industry has been widely concerned. Based on the current situation of college students' perceived value to customers of knowledge-paying products, the paper collected 395 valid questionnaires by questionnaire survey method, exploring the effect of perceived value on satisfaction and purchase intention. The results show that the main factor that affects consumers' intention to buy online knowledge-paying products is perceived value. Among them, functional value, emotional value, and social value all have positive and significant effects on the purchase intention, and the higher the perceived value and satisfaction are, the stronger the purchase intention is. In the perceived value, functional value has the most significant effect on the purchase intention.