感知价值视角下知识焦虑对平台用户知识付费意愿的影响  

The Influence of Knowledge Anxiety on the Willingness of Knowledge Payment for Platform Users Based on Perceived Value

作　　者：孙金花[1] 何苗[1] 胡健[1] Sun Jinhua;He Miao;Hu Jian(School of Management,Chongqing University of Technology,Chongqing 400054,China)

机构地区：[1]重庆理工大学管理学院,重庆400054

出　　处：《现代情报》2021年第6期129-138,共10页Journal of Modern Information

基　　金：国家自然科学基金项目“协同创新环境下隐性知识供需匹配与重构的结构化途径和方法研究”(项目编号:71401021);教育部人文社会科学研究青年基金“‘一带一路’能源合作中跨文化邻避风险的识别、评估与防范对策研究”(项目编号:19YJCZH054)。

摘　　要：[目的/意义]随着知识焦虑的情绪现象越来越多在平台用户消费行为表现出来,如何更好地利用这一用户消费心理来展开知识营销已成为平台企业关注的焦点。[方法/过程]本文基于感知价值理论、粘性理论、消费购买决策理论,从用户个体情绪管理这一视角出发,探知平台用户的知识焦虑对其知识付费意愿的影响,引入用户粘性这一调节变量,构建“知识焦虑—感知价值—知识付费意愿”理论模型。[结果/结论]通过对互联网知识付费平台用户样本数据进行分层回归分析,结果表明,知识质量焦虑、知识过载焦虑与知识缺失焦虑对知识付费意愿均产生显著正向影响,感知价值在知识质量焦虑、知识过载焦虑与知识付费意愿之间具有完全中介作用,在知识缺失焦虑与知识付费意愿之间具有部分中介作用,用户粘性正向调节于知识质量焦虑、知识过载焦虑、知识缺失焦虑与知识付费意愿之间的关系。基于上述研究结论,提出平台企业在开发用户时,可以着眼于引导用户情绪管理开展知识营销,创造出与通过焦虑营销引发的用户知识质量焦虑相匹配的知识产品内容的同时,强化完善平台功能来提高用户感知价值,并建立起能有效开发用户认知盈余来促使知识重构的举措,增强用户体验感。[Purpose/Significance]As the phenomenon of knowledge anxiety is more and more manifested in the consumer behavior of platform users,how to make better use of this consumer psychology to carry out knowledge marketing has become the focus of platform enterprises.[Method/Process]Based on the theory on perceived value,user stickness,consumer purchase decision,this paper made a deep analysis on the influence of knowledge anxiety to users'willingness to pay for knowledge from the perspective of user's individual emotion management,and considered the user stickiness as the regulating variable,which constructed the theoretical model on knowledge anxiety-perceived value-willingness to knowledge payment.[Result/Conclusion]Through making hierarchical regression analysis on sample data,the results showed that the knowledge quality anxiety,knowledge overload anxiety and knowledge deficiency anxiety all had significant positive effects on willingness to knowledge payment,the perceived value played a completely mediating role between the willingness to pay for knowledge and knowledge quality anxiety,knowledge overload anxiety,had a partial mediating effect between it and knowledge deficiency anxiety,user stickiness could positively regulate the relationship between knowledge quality anxiety,knowledge overload anxiety,knowledge deficiency anxiety and knowledge payment willingness.Based on the above research conclusion,platform enterprises in the development of the user,could guide users to focus on emotion management to carry out the knowledge marketing.Specially,they could create the knowledge contents matching to user knowledge quality anxiety caused by anxiety marketing,at the same time,strengthen improving platform functions for the user perceived value increasing,and establish effective actions to develop the user cognitive surplus to push knowledge reconstruction efforts,enhance the user experience.

关 键 词：知识焦虑 知识付费意愿 感知价值 用户粘性 

分 类 号：G252.0[文化科学—图书馆学]