中国科学院行为科学重点实验室知识库

Abstract:Based on the S-O-R model, this paper constructs a moderated mediation model to investigate the impact of knowledge product experience on consumers' impulse purchase intention, and the mechanism of perceived usefulness, recognition of knowledge producers and knowledge anxiety. 459 valid questionnaires were collected through questionnaire research method and the study was analyzed using SPSS 22.0, AMOS 24.0 and PROCESS. It is found that knowledge product experience has a significant positive impact on impulse purchase intention, and perceived usefulness and identity play a chain mediating role between experience and impulse purchase intention; Knowledge anxiety plays a moderating role in the indirect effect of experience and impulse purchase intention, and the effect of knowledge product experience on impulse purchase intention through perceived usefulness is weakened for consumers at higher levels of knowledge anxiety. Finally, some practical guidance suggestions are proposed for the above findings to provide reference for knowledge service companies to better use experiential marketing strategies and thus benefit growth.