The Influence Of Self-construction Types On Willingness To Pay For Knowledge Products And Its Marketing Implications

Scholars are not afraid of wearing ragged clothes,but they are afraid that they have no knowledge.No matter how the times change,knowledge is the eternal pursuit of mankind,either to improve one’s own knowledge and skills,or to satisfy the thirst for knowledge,or not to lag behind others,or just to increase social conversations.Paying for knowledge has become a hot topic in recent years.Topics range from "Let knowledge empower us" to "Is payment for knowledge an IQ tax paid by consumers?".Some people firmly believe that payment for knowledge will bring value to them,while others do not.It is no longer possible to let consumers quickly pay for knowledge as they did in the early days.If they want their knowledge products to be favored by more consumers,they have to pay attention to those that can affect consumers’ willingness to pay for more detailed,in-depth,Targeted factors.This study mainly discusses the factors that affect users’ willingness to pay for knowledge from the perspective of users’ individual psychological characteristics,that is,to explore the influence of users’ self-construction on the willingness to pay for different types of knowledge products and its influencing mechanism.Taking the office workers who account for the largest proportion of knowledge payment users as the research object,this study adopts the scale method.A total of 441 questionnaires were distributed and collected,The reliability,validity,correlation and mediating effect of 403 valid questionnaires were analyzed by spss25.0 statistical software.The results are as follows:(1)Different types of self-construction have different effects on different types of knowledge payment products.Independent-self has purchase intention on Natural Science,social science and skill knowledge products,but it has stronger predictive effect on Natural Science and skill knowledge products;dependent-self has purchase intention on Natural Science,social science,skill and human knowledge products However,dependent-self has a stronger predictive effect on the willingness to pay for social science and human knowledge products.(2)Independent-self affects consumers’ perception of the functional value of natural science,social science and skilled knowledge products,thus affecting their willingness to pay for these three types of knowledge products;dependent-self affects consumers’perception of the social value of natural science,social science and skilled knowledge products,and affects consumers’ situational value of social science and human resources knowledge products,thus affects their willingness to pay for these four types of knowledge products.In other words,functional value,situational value and social value play a partial mediating role between self-construction type and willingness to pay for knowledge.According to the above research findings,knowledge payment platform can classify their knowledge products and adopt different marketing methods according to different types of knowledge products.For the marketing of knowledge products of natural science,social science and skills,we can emphasize the functional value and social value of these three kinds of knowledge products at the same time,so as to improve the possibility of office users’ willingness to pay for these three kinds of knowledge products.For human knowledge products,we can use the method of guide language start or story start to activate consumers’ dependent-self,and emphasize the situational value of human knowledge products,so as to improve the possibility of office workers’ willingness to pay for human knowledge products.