Sun Jinhua, He Miao, Hu Jian
[Purpose/Significance] As the phenomenon of knowledge anxiety is more and more manifested in the consumer behavior of platform users, how to make better use of this consumer psychology to carry out knowledge marketing has become the focus of platform enterprises.[Method/Process] Based on the theory on perceived value, user stickness, consumer purchase decision, this paper made a deep analysis on the influence of knowledge anxiety to users' willingness to pay for knowledge from the perspective of user's individual emotion management, and considered the user stickiness as the regulating variable, which constructed the theoretical model on knowledge anxiety-perceived value-willingness to knowledge payment.[Result/Conclusion] Through making hierarchical regression analysis on sample data, the results showed that the knowledge quality anxiety, knowledge overload anxiety and knowledge deficiency anxiety all had significant positive effects on willingness to knowledge payment, the perceived value played a completely mediating role between the willingness to pay for knowledge and knowledge quality anxiety, knowledge overload anxiety, had a partial mediating effect between it and knowledge deficiency anxiety, user stickiness could positively regulate the relationship between knowledge quality anxiety, knowledge overload anxiety, knowledge deficiency anxiety and knowledge payment willingness.Based on the above research conclusion, platform enterprises in the development of the user, could guide users to focus on emotion management to carry out the knowledge marketing.Specially, they could create the knowledge contents matching to user knowledge quality anxiety caused by anxiety marketing, at the same time, strengthen improving platform functions for the user perceived value increasing, and establish effective actions to develop the user cognitive surplus to push knowledge reconstruction efforts, enhance the user experience.