Study on the influence of customer perceived value on repeated purchase behavior of knowledge payment in online shopping environment : an empirical analysis based on online education platform

Abstract

Nowadays, with the rapid development of information technology, many platforms and groups have entered in the field of knowledge payment, which has triggered a trend. Despite the recognition of some users, there is still a low purchase or repeat purchase behavior, and many companies face a low fan conversion rate and a scarcity of loyal fans. Therefore, this paper aims to explore the impact of perceived value on consumers' repeated purchase behavior of knowledge, so as to propose constructive suggestions for the development of the knowledge payment industry. In this study, customer recognition and brand effect are introduced as mediating and moderating variables, and an analytical model is constructed for the knowledge-based repeat purchase behavior on online education platform. It is found that the influence of each dimension of perceived value on the mediating variable "sense of identity" is completely mediated except for the educational function value,which is partially mediated. With the enhancement of brand effect, the relationship between each dimension and consumers' repeated purchase intention will be strengthened, which verifies the existence of the moderating effect. However, the influence of social value dimension did not show a significant change; therefore , its moderating effect could not be verified