Combing the relevant research and theoretical achievements in academia since the rise ofknowledge payment in 2016, it is found that although there have been relatively fruitful researchresults, they are still mainly based on business model and policy research, while empiricalresearch is mainly based on knowledge payment factor analysis or consumption behaviorresearch. With the popularization of mobile Internet, the traffic dividend is getting exhausted, andthe attention and analysis on the marketing mode of the very important customer acquisition linkof knowledge service enterprises are basically blank. In response to this situation, this study takesknowledge product experience as the research object and conducts a research on its innerinfluence mechanism on impulse purchase intention. Through literature review and theoretical research, this study uses S-O-R and TAM modelsas the theoretical basis, selects perceived usefulness of knowledge products and identificationwith knowledge provider as mediating variables and knowledge anxiety as moderating variables,constructs a model of the influence mechanism of knowledge product experience on impulsepurchase intention, and proposes research hypotheses of the relationship between the two. After analyzing the data from a questionnaire survey of 459 users who had experience inknowledge product experience classes, the following conclusions were reached: knowledgeproduct experience has a significant positive effect on impulse purchase intention, and perceivedusefulness and identity play a chain mediating role between experience and impulse purchaseintention; knowledge anxiety plays a moderating role in the indirect effect of experience andimpulse purchase intention, and consumers at higher levels of knowledge anxiety have asignificant positive effect on knowledge product experience through perceived The effect ofknowledge anxiety on impulse purchase intentions is weakened by perceived usefulness. Finally,some practical guidance suggestions are proposed for the above findings to provide reference forknowledge service companies to better use experience marketing strategy and thus benefitgrowth.
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