The Impact of User Perception on Continued Knowledge Purchase Intention: A Study Utilizing the LDA Topic Analysis Method

With the mature development of the sharing economy, user perception has become a new breakthrough point in the research of consumer’s continued purchase intention for paid knowledge enterprises. From the perspective of enterprises, positive stimuli from user perception can enhance the expectation confirmation and satisfaction of paying knowledge users, thereby influencing their continued purchase intention. However, current investigations indicate limitations in studying the antecedent variables affecting expectation confirmation of paying knowledge users. Therefore, this study, through LDA topic analysis, identified user perception factors, constructed a conceptual model of expectation confirmation for paying knowledge users, and involved 201 participants in the survey research, followed by analysis of the collected questionnaires using smartPLS 4.0. The research findings indicate that firstly, users’ perception of the content quality, service quality, and usability of online courses has a positive impact on expectation confirmation. Secondly, expectation confirmation and perceived usefulness have a positive influence on user satisfaction, thereby stimulating their intention for continued purchases. Thirdly, non-certified courses exhibit stronger learning characteristics, as customers tend to make purchases and engage in learning based on their interests and hobbies, while certified users focus more on the intrinsic value of the product. Our study provides empirical evidence for paid knowledge enterprises to enhance users’ satisfaction and continued purchase intention of online course.