产品时间线索对在线知识付费意愿影响 的机制研究  

Effect of Product Time Clue on Consumers’Willingness to Pay for Online Knowledge

作　　者：熊艳[1] 李俊文 郭锐[1] XIONG Yan;LI Jun-wen;GUO Rui(School of Economics and Management,China University of Geosciences-Wuhan,Wuhan 430074,Hubei,China)

机构地区：[1]中国地质大学(武汉)经济管理学院,武汉430074

出　　处：《武汉理工大学学报（社会科学版）》2022年第1期62-70,共9页Journal of Wuhan University of Technology:Social Sciences Edition

摘　　要：探究产品时间线索对消费者在线知识付费意愿的影响机制及个人结构需求的边界作用,对指导知识生产者营销行为具有重要意义。通过3组实验,运用SPSS25.0统计软件进行数据处理,结果显示:(1)产品时间线索正向影响消费者的在线知识付费意愿;(2)能力焦虑在产品时间线索和消费者在线知识付费意愿的关系中起着中介作用;(3)个体结构需求是上述关系的边界条件,相较于低结构需求者而言,产品时间线索对高结构需求者的能力焦虑缓解效应更强。基于此,提出了对在线知识产品生产者的营销建议。Based on the related research,an analytical framework of“product time clue-willingness to pay for online knowledge”is formed to probe the mechanism of the impact of product time clue on consumers’willingness to pay for online knowledge,especially to explore the mediating role of capacity anxiety and the moderating role of personal need for structure.Through three experiments,we demonstrate:(1)The product time clue has a positive effect on consumers’willingness to pay for online knowledge;(2)Consumers’capacity anxiety plays a mediating role between product time clue and their willingness to pay for online knowledge;(3)Personal need for structure moderates the relationship between product time clue and capacity anxiety.Specifically,product time clues have a stronger effect on alleviating the capacity anxiety of people with high structural need than those in need of low structure.Finally,several marketing suggestions have been put forward for knowledge product producers.

关 键 词：产品时间线索 能力焦虑 在线知识付费意愿 结构需求 

分 类 号：F273.2[经济管理—企业管理]