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

Shinyi Lin,Kohang Cheng,Shu-Hui Chuang

doi:10.3390/bs11100127

Shinyi Lin, Kohang Cheng + Show 1 more

Open Access

https://doi.org/10.3390/bs11100127

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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.

Highlights

According to the EBRD Knowledge Economy Index report by the European Bank for Reconstruction and Development [1], the continuously increasing knowledge economy (KE) is due to the rapid development of ICT infrastructure, which drives the progress of business services
The purpose of this study is to investigate whether the impact of certain factors on knowledge purchase intentions, in the context of knowledge consumption behavior, is influenced by personal motivation, involvement, information anxiety, or cognitive style
This study expected that learners’ different cognitive styles would affect their level of involvement in knowledge products; the findings show that Hypothesis 2 (H2) is not supported

Summary

Introduction

According to the EBRD Knowledge Economy Index report by the European Bank for Reconstruction and Development [1], the continuously increasing knowledge economy (KE) is due to the rapid development of ICT infrastructure, which drives the progress of business services. Due to the increasing demand for knowledge content by learners, knowledge consumption behavior has shifted from a free-of-charge model to a payment model, where learners use knowledge payment platforms to gain interdisciplinary knowledge and skills [2,3]. Knowledge management (KM) aims to effectively facilitate the sharing and transmission of knowledge, in order to facilitate access [4]. An essential feature of knowledge management is properly preserving knowledge for future use through systematic planning [5]. Knowledge has shifted from supply to demand [7]

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