IMPULSE PURCHASE INFLUENCING FACTORS OF ONLINE KNOWLEDGE PAID PRODUCTS BASED ON THE CIFE MODEL—THE MODERATING EFFECT OF CONSUMER CONFIDENCE
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Abstract
As an emerging model of knowledge acquisition, knowledge payment has become an important force driving the development of the knowledge economy. However, after experiencing “explosive” growth in recent years, its user growth rate has slowed, and the root causes of this trend require further exploration. Based on the CIFE model, this study examines the impact of consumers’ impulse purchasing traits, knowledge product information quality, and knowledge producer credibility on the impulse purchase of online paid knowledge products, as well as the moderating role of consumer confidence. A convenience sampling method was used to collect 616 valid responses through an online questionnaire survey. Structural equation modeling was employed to analyze the causal relationships among the variables, and the moderating effect of consumer confidence was tested using hierarchical regression analysis. The results show that impulse purchasing traits, the information quality of knowledge products, and the credibility of knowledge producers all have significant positive effects on consumers’ impulsive purchase intentions for online paid knowledge products. Moreover, consumer confidence is influenced by both the quality of knowledge product information and the credibility of the producers. A moderating effect was found in the relationship between impulse purchasing traits and impulse buying intentions, depending on the level of consumer confidence. Based on these findings, it is recommended to improve the information quality of online knowledge products, implement product feature labeling, strengthen cooperation with credible knowledge producers, enhance their reputation, identify user characteristics of online knowledge consumers, and adopt precision marketing strategies.
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