How Self-discrepancies Drive The Purchase Ntention Of The Knowledge Payment Products

With the development of mobile payment technology and the urgent demand of the whole society for knowledge,the scale of knowledge payment market is constantly expanding.In recent years,the competition of knowledge payment market has become more and more intensified,user’ willingness to trying new things has decreased,and the industry is facing the competition of seizing users’ time and high-quality-content producers.Besides,the opening rate and repurchase rate of many knowledge payment products have greatly reduced.At present,the academic research on knowledge payment products is rare,especially in the field of user psychology.Therefore,from the perspective of user psychology,what factors will affect the purchase intention of knowledge-based payment products? Does this effect take place through some mediating variables? Are there some important moderating variables? These problems require further exploring.Based on the self-discrepancy theory and the mindset theory,this paper mainly focused on the mechanism of self-discrepancy on purchase intention of knowledge payment products.At the same time,under the guidance of relevant literature,this paper also introduced factors such as anxiety and learning ability into the research model.Further,the hypotheses are testing through three studies.The results show that:Firstly,self-discrepancy does not have a direct effect on purchase intention of knowledge payment products significantly.However,self-discrepancy affects purchase intention of knowledge payment products positively and significantly with the role of anxiety.The main reason why the main effect is not significant may be that there are two opposite effects of independent variables on dependent variables.Secondly,the mindset plays a moderating role in the relationship between self-discrepancy and purchase intention of knowledge payment products.Specially,in the greater self-discrepancy group,consumers with growth mindset have significantly higher intentions to purchase knowledge-paid products than consumers with fixed mindset.In comparison,in the weaker self-discrepancy group,consumers with fixed mindset have slightly higher intentions to purchase knowledge-paid products than consumers with growth mindset.At last,the results also show that anxiety emotion has a mediating effect on the impact of self-discrepancy and learning ability interactions on purchase intention of knowledge payment products.According to means subtract standard deviation,means and means plus standard deviation to tell apart weak,medium and strong learning ability groups.The result shows that the mediating role of anxiety emotion just works for the weak learning ability group.That is to say,the individuals with weak learning ability tend to generate higher level of anxiety emotion when they perceive self-discrepancy.