Willingness to Continue Using Knowledge Payment Products Based on Information Adoption Model: The Intermediary Role of Customer Engagement

Knowledge payment is an important form of sharing economy. Research on the continuous use willingness of knowledge payment consumers will help to realize the sustainable development of the knowledge payment industry. Based on the information adoption model and the customer engagement theory, the function model of consumers' willingness to continue using knowledge payment is constructed. Data are collected through the questionnaire star platform, and the model and hypothesis are tested by SPSS23.0 and AMOS24.0. The results show that information quality and credibility of information sources have significant positive effects on customer psychological engagement and behavioral engagement; Customer engagement has a significant positive impact on the willingness to continue using knowledge payment; Customer engagement plays an intermediary role between the quality of information and the credibility of information sources and the willingness to pay for continuous use of knowledge. This study emphasizes the importance of information quality, credibility of information sources and customer engagement in influencing consumers' willingness to continue using knowledge payment products, and provides some reference for the knowledge payment platform to develop effective online marketing strategies.