Research on the Conversion Mechanism of User Information Behavior of Online Knowledge Payment Platform—Taking Q&A Communities as an Example

Explore the conversion mechanism of user information behavior of online knowledge payment platform, and provide some theoretical reference for the sustainable development of knowledge payment question and answer industry.This study collected and analyzed the interview sample data through the semi-structured interview and coding analysis methods.It is found that the conversion of user information behavior is influenced by factors such as conversion demand, interactive emotional events, emotional experience, psychological cognition, convenient conditions, conversion cost and so on, and the conversion of user information behavior has an emotion-driven mechanism and cognitive-driven mechanism.