新起点思维、自我接纳与在线知识付费意愿关系的研究

Research on the Relationship between Fresh Start Mindset, Self-Acceptance and Online Knowledge Payment

摘要: 在全民求知的热潮下，在线知识付费行业发展整体向好，但是也存在营销场景单一以及复购率低的问题。现有研究大多集中于探讨知识内容对消费者知识付费意愿的影响效应，缺乏决策情境的影响研究。本文基于时间心理账户理论和S-O-R理论，从消费者心理视角出发，探讨新起点思维情境对在线知识付费意愿的影响。通过几个实验发现新起点思维会正向影响用户的在线知识付费意愿，其中自我接纳起到中介作用，并且内隐人格特质调节了新起点思维对自我接纳水平和付费意愿的影响。论文拓展了新起点思维的应用范围与在线知识付费的营销情境，引入自我接纳作为中介变量，补充了现有机制研究中缺乏消费者心理研究的视角，也为知识付费平台或企业提供了一定的营销借鉴意义。

Abstract: Under the boom of universal knowledge seeking, the online knowledge payment industry is de-veloping well on the whole, but there are also problems of single marketing scenario and low re-purchase rate. Most of the existing studies focus on the effect of knowledge content on consumers’ willingness to pay for knowledge, and there is a lack of research on the influence of decision-making context. This paper explores the effect of new starting point thinking on online knowledge payment willingness from the perspective of consumer psychology based on time psychological account theory. Through several experiments, we find that New Beginning Thinking positively affects users’ willingness to pay for online knowledge, in which self-acceptance plays a mediating role, and implicit personality traits moderate the effect of New Beginning Thinking on the level of self-acceptance and willingness to pay. The paper expands the application scope of New Beginning Thinking and the marketing context of online knowledge payment, and introduces self-acceptance as a mediating variable, which complements the lack of consumer psychological research perspective in existing mechanism studies and provides certain marketing implications for knowledge payment platforms or enterprises.