Model Construction and Empirical Study on Unsustainable Usage Behavior of Paid Knowledge Users

Knowledge payment is a new method of electronic learning that has developed in the era social media. With impact COVID-19 pandemic, market for knowledge rapidly expanding. Exploring factors influence users’ sustained willingness beneficial better communication between platforms and users, achieving healthier more sustainable development industry. The model unsustainable usage behavior users was constructed on basis expectation inconsistency theory, price equilibrium perceived value using “cognitive-emotional-behavioral” framework cognitive emotion theory. data were collected from 348 through web-based questionnaire analyzed structural equation modeling. Findings show inconsistency, equilibrium, quality value, emotional have significant effects discontinuous use intentions. Discontinuous intentions also significantly affect behavior.