知识生产者信息源特征对消费者付费意愿的影响

Influence of Information Source Characteristics of Knowledge Producers on Consumers'Willingness to Pay

知识经济的崛起使消费者可通过媒介平台消费知识产品,也催生了众多“知识网红”。消费者为何愿意购买知识付费产品,其背后原因就是被知识网红信息源特征所吸引。本文运用信息源特征理论探究知识生产者信息特征对消费者感知价值和付费意愿的影响,并探究卷入度在其中的调节作用。通过运用扎根理论分析调研问卷数据,发现知识生产者的信息源特征之专业性、生动性、可信性和吸引性对消费者的价值认知和付费意愿有差异化的影响。同时,卷入度调节不同信息源特征对知识付费产品价值认知的影响。知识生产者如果要强调产品的不同价值特点,就要展现不同的信息源特征。知识平台可通过记录消费者的行为数据,分析其对知识付费的不同卷入度,从而匹配不同的营销策略。

The rise of the knowledge economy has enabled consumers to consume knowledge products through media platforms,and has also given birth to many"knowledge web celebrities".The reason why consumers are willing to buy knowledge-paid products is that they are attracted by the information source characteristics of knowledge web celebrities.This paper uses the theory of information source characteristics to explore the influence of knowledge producers'information characteristics on consumers'perceived value and willingness to pay,and explores the moderating role of involvement degree in it.By using the grounded theory to analyze the questionnaire data,it is found that the professionalism,vividness,credibility and attraction of the information source characteristics of knowledge producers have a differentiated impact on consumers'value cognition and willingness to pay.At the same time,the involvement degree regulates the influence of different information source characteristics on the value cognition of knowledge-paid products.If knowledge producers want to emphasize the different value characteristics of products,they vshould show different characteristics of information sources.By recording behavior data of consumers,knowledge platforms can analyze the different involvement of knowledge payment,so as to match different marketing strategies.