感知社会流动性对消费者知识付费意愿的影响研究  

Research on the Influence of Perceived Social Mobility on Consumers’Willingness to Pay for Knowledge

作　　者：宋晓兵[1] 鲁艺[1] 于泽威 Song Xiaobing;Lu Yi;Yu Zewei(School of Economics and Management,Dalian University of Technology,Dalian 116024;School of Materials Science and Engineering,Dalian University of Technology,Dalian 116024)

机构地区：[1]大连理工大学经济管理学院,大连116024 [2]大连理工大学材料科学与工程学院,大连116024

出　　处：《管理评论》2024年第2期117-129,共13页Management Review

基　　金：国家自然科学基金项目(71972024)。

摘　　要：随着互联网知识付费行业内竞争的不断加剧,各大知识付费企业纷纷采取“阶层焦虑”的营销宣传方式去吸引消费者,以期达到促进知识产品销售的目的。那么这种通过触发感知社会流动性来提高消费者知识付费意愿的营销宣传手段是否真的行之有效?本研究综合运用二手数据分析和行为实验的方法探究感知社会流动性对消费者知识付费意愿的影响机理与边界条件。研究结果表明,感知社会流动性会提升消费者的长期目标承诺,并进而对消费者的知识付费意愿产生显著的正向影响;同时,对于高自尊水平的消费者而言,感知社会流动性对知识付费意愿的影响更加显著。In the era of burgeoning online knowledge monetization and fierce industry competition,a plethora of knowledge-paying platforms have implemented captivating‘class anxiety’marketing approaches to drive product sales.Through these innovative propaganda methods,they ignite consumers’thirst for superior knowledge and foster the inclination to invest in knowledge acquisition by evoking varied perceptions of social mobility.The existing body of research on social mobility in the realm of social psychology has reached a high level of maturity,revealing that variances in perceived social mobility can result in divergent individual behaviors.In the field of marketing,while an increasing number of scholars have explored social mobility as an independent variable,few have specifically examined the integration of perceived social mobility with a specific marketing approach.Consequently,building upon the current landscape of knowledge-paying platforms in marketing,this study sheds light on the influence of perceived social mobility on consumers’willingness to pay for knowledge which was examined by the methods of second-hand data analysis and behavioral experiments.Study 1 delves into the relationship between variations in consumers’perceived social mobility and their WTP(willingness to pay)for knowledge through the analysis of secondary data,meanwhile Study 2 replicates and demonstrates the causal effect of perceived social mobility on consumers’WTP for knowledge.To further unpack the psychological mechanism,Study 3 tests the prediction concerning the mediating role of long-term goal commitment manipulating consumers’perceived social mobility.Additionally,Study 4 employs another manipulative approach to investigate whether self-esteem functions as a boundary condition for the impact of perceived social mobility on consumers’willingness to pay for knowledge.The results show that perceived social mobility can improve consumers’commitment to long-term goals,thus having a significant positive impact on their wi

关 键 词：知识付费意愿 感知社会流动性 社会阶层 长期目标承诺 自尊 

分 类 号：F713.55[经济管理—市场营销] F49[经济管理—产业经济]