Three Needs and Information Anxiety on Knowledge Purchase Intentions across Online Knowledge Platforms

Abstract

Given the recent advances in technology, knowledge-based products have become increasingly prevalent. Many companies offer interdisciplinary resources for incumbent learners to break through chronological and geographical constraints. Therefore, it is important to investigate the factors that motivate learners to pay for knowledge-based products. The purpose of this research was to identify the relevant factors that contribute to purchasing intentions and to clarify the reasons why people purchase knowledge-based products. This study involved 406 valid participants over 20 years of age with knowledge purchase experience. The results demonstrated that incumbent learners’ need for affiliation has a positive effect on involvement, and that involvement has a significant positive impact on knowledge purchase intentions. The key factor influencing learners to pay for knowledge-based products is their involvement in learning. Information anxiety interferes with the relationship between involvement and knowledge purchase intentions. However, no linear relationship was found between cognitive styles and involvement. Field-dependent learners show greater involvement and also information anxiety than field-independent learners. The research offers suggestions for practical use and future research from the perspective of knowledge-product marketing.

Should I stay or should I go? Benefits of crowd-checking technology for a face-to-face shopping experience

“…Anxiety associated with information overload enhances reluctance to purchase knowledgerelated products (Lin et al, 2021). Anxiety triggered by the lack of skills in using mobile technology diminishes the intention to purchase mobile devices (Lu and Su, 2009).…”

“…Anxiety associated with information overload enhances reluctance to purchase knowledgerelated products (Lin et al, 2021).…”

“…When it comes to interactions with technology, anxiety negatively contributes to individuals’ behavior (Powell, 2013; Chiu and Wang, 2008). Anxiety associated with information overload enhances reluctance to purchase knowledge-related products (Lin et al , 2021).…”

Information Adoption Patterns and Online Knowledge Payment Behavior: The Moderating Role of Product Type

“…This elevates knowledge payment to the level of a micro-business model. This level is the focus of knowledge payment research, with copyright holders, product interpreters, knowledge leaders, service positioning, distribution channels, technical support, and collaboration networks all involved in the knowledge payment architecture process [24,26,27]. In the development of knowledge payment platforms, four business models have broadly emerged based on how online knowledge seekers acquire knowledge products and services: online subscription model, question-and-answer model, offline interactive mode, and knowledge repository model.…”

“…This perceived value and switching barriers are largely due to the role of perceived utility factors, with product quality and provider reputation only indirectly influencing users' willingness to pay through the perceived utility and benefits of using the content. In an online Q&A community, Lin, et al [26] reported that students' thirst for knowledge and curiosity are factors that influence their willingness to pay. However, product content and prices are determined by their specific needs (e.g., daily spending restrictions and low price acceptance).…”