A Knowledge Payment Behavior Study Based On Regulatory Focus And Construal Level

The knowledge payment model is the commercial innovation of China in the Internet field in recent years,and presents a geometric growth trend in a very short period of time.The knowledge-paid economy has gradually changed the Internet free economic concept of Chinese consumers and has become a non-negligible part of the entire knowledge industry.Therefore,research on consumer knowledge payment behavior is of great value.The new understanding of individuals in the field of psychology provides a theoretical basis for in-depth exploration of knowledge payment behavior based on the perspective of personality traits.In the antecedent variables of knowledge payment behavior,this study starts from the consumer's regulatory focus tendency,introduces the theory of construal level of individual psychological level,and empirically explores the impact on consumer knowledge payment behavior.The experiment selects a representative knowledge payment product,manipulates the construal level of the product according to different situations,uses the trait regulatory focus scale,collects data by questionnaire method/scenario simulation method,and regulatory focus(promotion vs.prevention).� construal level(high vs.low)four combinations,verifying how individual regulatory focus and information construal level worktogether to influence consumers' knowledge payment behavior.The conclusions of the study indicate that(1)the individual's promotion of regulatory focus has a positive impact on the consumer's knowledge payment behavior,and further reveals the regulatory focus effect of the commodity construal level on this effect.(2)For the individual who is promotion focus,when the information is displayed in the face of high construal level,it is more likely to be stimulated to generate a larger willingness to pay for knowledge;at the same time,the product information of low construal level can also be to some extent effectively stimulate prevention focus on the behavior of individual knowledge payment.(3)The combination of promotion focus � high construal level can produce the most significant synergistic matching effect,maximizing the consumer's knowledge payment behavior.Therefore,this paper proposes:(1)In the field of existing knowledge payment behavior research,marketers should accurately locate their target users and stimulate consumers' regulatory focus tendency;(2)Paying attention to the application of the commodity construal level,Individuals with different regulatory focus orientations should match the corresponding level of construal information,and differentiate the entire target market to meet the needs of different types of consumers.Based on the review and analysis of knowledge payment,regulatory focus and construal level theory,this paper proposes the influencemechanism of consumer personality traits on knowledge payment behavior,and finds possible concept association and matching effect between regulatory focus and construal level.It provides a new idea for studying the knowledge payment behavior from the perspective of regulatory focus theory.