Ways to relieve anxiety: Chinese consumers’ perceptions of paid digital knowledge products

Abstract

Purpose This study aims to explore why Chinese consumers pay for digital content products by investigating the experiences of Chinese consumers living in first-tier and second-tier cities regarding paid digital knowledge products. Design/methodology/approach A total of 19 in-depth interviews were conducted to collect data, and the phenomenological reduction was adopted to analyze data. Findings This study reveals that Chinese consumers use paid digital knowledge products to alleviate stress and anxiety stemming from real-life competition and the fear of falling behind. While consumers acknowledge the limited assistance that paid knowledge products can offer, their acceptance and expectations of paid digital knowledge products remain positive. Originality/value Paid digital knowledge represents an innovative phenomenon, with few scholars outside China having studied it. This study contributes a conceptual framework to understand the motivations of Chinese consumers with high purchasing power residing in first-tier and second-tier cities to invest in digital content.