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Three Needs and Information Anxiety on Knowledge Purchase Intentions across Online Knowledge Platforms
Shinyi Lin1, Kohang Cheng1, Shu-Hui Chuang2
1Master Program of Business Administration, Department of Creative Design and Management, National Taichung University of Education, Taichung 403, Taiwan.
Behavioral Sciences (Basel, Switzerland)
|October 22, 2021
Summary
Learners are motivated to purchase knowledge-based products primarily through their involvement in learning. This involvement is positively influenced by the need for affiliation, though information anxiety can hinder purchase intentions.
Area of Science:
- Educational Technology
- Consumer Psychology
Background:
- Knowledge-based products are increasingly prevalent due to technological advancements.
- Understanding learner motivation for purchasing these products is crucial for businesses.
Purpose of the Study:
- Identify factors influencing purchase intentions for knowledge-based products.
- Clarify reasons behind consumer purchasing decisions for educational resources.
Main Methods:
- Survey of 406 participants over 20 years old with prior knowledge purchase experience.
- Statistical analysis to determine relationships between affiliation, involvement, information anxiety, and purchase intentions.
- Exploration of cognitive style differences in relation to involvement and anxiety.
Main Results:
- Need for affiliation positively impacts learning involvement.
- Learning involvement significantly increases knowledge purchase intentions.
- Information anxiety negatively moderates the involvement-purchase intention relationship.
- No linear relationship between cognitive styles and involvement; field-dependent learners exhibit higher involvement and anxiety.
Conclusions:
- Learner involvement is the primary driver for purchasing knowledge-based products.
- Marketing strategies should focus on fostering learner involvement.
- Addressing information anxiety is important for enhancing purchase conversion.
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