Study On The Influence Of Anxiety On The Purchase Likelihood Of Consumers On Knowledge Service Platform

Knowledge services can efficiently provide various products or services for social groups,and have become one of the important ways for social groups to acquire knowledge.With social changes and industry development,the knowledge service industry faces many problems,such as slow growth of industry scale and low consumer purchase rate.Psychology and emotion,as the influential elements of consumer behavior,have significant effects on the purchasing behavior of consumers of knowledge service platforms.However,due to the transformation of consumption structure and social environment,the influence of psychological and emotional factors on knowledge service platform consumers has changed dramatically.It is crucial for both knowledge service platforms and consumers to analyze the impact of anxiety on the purchase possibility of knowledge service platform consumers in the new environment.Based on feelings-as-information theory and coping theory,we took perceived anxiety as an important information source for consumers to generate judgment and subsequent behavior,broke through the quantitative perception of the negative impact of anxiety,proposed two attentional biases including perceived anxiety positivity and perceived anxiety negativity from a qualitative perspective,used problem-oriented coping strategy and emotion-oriented coping strategy as mediating variables,and considered the moderating role of knowledge producer reputation.The influence model of purchase likelihood of knowledge service platform consumers was considered.In order to effectively verify the research hypotheses and conceptual model,two anxiety scenarios were designed based on two anxiety emotions,knowledge anxiety and social anxiety by using the scenario experiment method;sample data were collected by Questionnaire method.200 and 203 valid sample data were obtained from the two scenario experiments,and then the sample data were processed and analyzed using SPSS 27.0 and Amos 26.0.The results of the study show that: perceived anxiety positivity has a significant positive effect on knowledge purchase likelihood,and the mediating effect of problem-oriented coping strategy between perceived anxiety positivity and knowledge purchase likelihood exists significantly and is partially mediated;perceived anxiety negativity has a significant positive effect on knowledge purchase likelihood,and emotion-oriented coping strategy partially mediates the relationship between perceived anxiety negativity and knowledge purchase likelihood.The moderating effect of knowledge producer reputation is not significant.Meanwhile,in order to further verify the influence of anxiety on the purchase likelihood of knowledge service platform consumers and to more objectively reflect consumers’ purchase behavior,a multi-intelligence simulation analysis was conducted using Anylogic8.8.1.Anxiety and knowledge producer reputation were taken as two important intelligences to explore their influential roles on consumer purchase behavior.By constructing a simulation model and combining the results of empirical analysis as parameters,we simulate changes in the number of consumers of knowledge service platforms to reflect consumer behavior.The simulation results show that both anxiety and knowledge producer reputation have significant effects on consumer purchase behavior of knowledge service platforms,and the greater the effect of anxiety and knowledge producer reputation,the greater the number of consumers involved in purchase,i.e.,the more significant consumer purchase behavior.The research results enrich the study of factors influencing consumer behavior on knowledge service platforms and expand the application of feelings-sa-information theory,coping theory and multi-intelligence simulation method in the field of consumer behavior.At the same time,the research results can promote knowledge service platforms to deeply understand user behavior and improve the healthy and sustainable development of knowledge service platforms and the industry,and also help knowledge service platform consumers to alleviate anxiety from the coping perspective.