Abstract: 【Purpose/significance】It is of great significance to study the transfer behavior demand characteristics of knowledge paid
online courses for improving the product quality of knowledge paid online courses and promoting the high-quality development of
knowledge learning platform.【Method/process】Taking "BiliBili classroom" as the research object, 19429 effective comment data of
trial courses in each learning area were extracted to construct the transfer behavior demand characteristic system of knowledge pay?
ment online course probationers. Through the visualization of demand characteristics of each partition, the differences of demand char? acteristics of different partitions are compared. By extracting the data of negative comments, the negative factors that hinder the trans? fer behavior of probationers are revealed in multiple dimensions.【Result/conclusion】The transfer behavior demand characteristics of knowledge payment online course probationers are analyzed into four basic needs: "speaker demand", "course demand", "platform de? mand" and "personal demand". The demand emphases of different districts are different, and the negative feedback of users is mainly focused on the dimension of the course.【Innovation/limitation】The research object of this study is relatively limited, and the compre? hensiveness of the research data needs to be improved. In the future, in-depth research will be conducted on the overall content and overall evaluation of knowledge paid online courses.