Research on the Influence Mechanism of Sichuan User Churn Intention of Knowledge Payment Platform

Abstract

Customer retention is one of the most critical challenges facing the knowledge payment services industry. This study uses the SOR model to investigate the determinants of customer churn in Sichuan's knowledge payment services market. To analyze partial and total defection, this study defines changes in a customer's status from active use (using the service regularly) to non-use (deciding not to use it temporarily without having churned yet) or suspended (being suspended by the service provider) as partial defection and from active use to churn as total defection. The three research objectives are; to analyze the churn intention on knowledge payment platforms, to explore the influencing factors of user churn intention to knowledge payment platforms in Sichuan, and to suggest the improvement of knowledge payment platforms to reduce the churn rate.