Research on the Influencing Factors of User 's Online Knowledge Consumption Behavior

In this study, researchers do interviews with 18 samples who are selected as the semi-structured interview object, and then we use the qualitative analysis software, NVivo 11, to qualitatively analyze the original data of the interview. In the end, we get six main influencing factors of the user's online knowledge consumption behavior, namely, perceived information quality, task-driven, subjective norms, perceived value, perceived price, free values. The perceived information quality is the most important influencing factor; the task-driven is the key point, the subjective norms and the perceived value are the vital influencing factors and the perceived price are also an important factor while the free values are relatively unimportant. The conclusion will help us to further understand the user's online knowledge consumption behavior and provide more suggestions for the platform which focuses on the knowledge consumption.