Three Needs and Information Anxiety on Knowledge Purchase Intentions across Online Knowledge Platforms

Given the recent advances in technology, knowledge-based products have become increasingly prevalent. Many companies offer interdisciplinary resources for incumbent learners to break through chronological and geographical constraints. Therefore, it is important to investigate the factors that motivate learners to pay for knowledge-based products. The purpose of this research was to identify the relevant factors that contribute to purchasing intentions and to clarify the reasons why people purchase knowledge-based products. This study involved 406 valid participants over 20 years of age with knowledge purchase experience. The results demonstrated that incumbent learners’ need for affiliation has a positive effect on involvement, and that involvement has a significant positive impact on knowledge purchase intentions. The key factor influencing learners to pay for knowledge-based products is their involvement in learning. Information anxiety interferes with the relationship between involvement and knowledge purchase intentions. However, no linear relationship was found between cognitive styles and involvement. Field-dependent learners show greater involvement and also information anxiety than field-independent learners. The research offers suggestions for practical use and future research from the perspective of knowledge-product marketing.