基于 CIFE 模型的在线知识付费产品冲动性购买影响因素研究——消费者自信的调节效应
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摘要
知识付费作为一种新兴的知识获取模式,成为引领知识经济发展的重要力量,但经过近些年的“井喷式”发展后出现了用户规模增速放缓的现象,需对其根源进行探究。基于 CIFE 模型探讨消费者购买冲动特质、知识产品信息质量和知识生产者的可信度对在线知识付费产品冲动性购买的影响以及消费者自信在其中的调节作用。采用方便抽样的方式,通过网络问卷调查的方法收集到 616 份有效数据,运用结构方程模型分析各因素间的因果关系。借助层次回归法验证消费者自信的调节作用。分析结果表明,购买冲动特质、知识产品信息质量、知识生产者的 可信度显著正向影响在线知识付费产品冲动性购买意愿,消费者自信在知识产品信息质量、知识生产者的可信度、购买冲动特质与冲动购买意愿的关系之间具有调节作用。基于此提出提高在线知识付费产品信息质量、打造产品特色标签、加强与知识生产者的合作、提升知识生产者的可信度、数据挖掘在线知识付费用户特征、做好精准营销等建议。
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Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
85/1 Moo 2, Chaengwattana Rd., Bang Talat, Pakkred, Nonthaburi 11120, Thailand
Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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