RESEARCH ON THE IMPACT OF KNOWLEDGE-PAID BROADCASTERS ON CONSUMER BEHAVIOR

Abstract Background: The rapid growth of the knowledge payment market has led to the emergence of knowledge-paid broadcasters, who play a significant role in shaping consumer behavior. Understanding the characteristics and impact of these broadcasters is crucial for businesses to effectively engage with consumers and drive sales. This study aims to investigate the influence of knowledge-paid broadcaster characteristics on consumer behavior and decision-making processes. Methods: A mixed-methods approach was employed, combining quantitative surveys and qualitative interviews. Data were collected from a sample of consumers who have engaged with knowledge-paid content. Structural equation modeling and thematic analysis were used to examine the relationships between broadcaster characteristics, consumer perceptions, and behavioral outcomes. Results: The findings reveal that specific broadcaster characteristics, such as expertise, authenticity, and interactivity, significantly influence consumer trust, perceived value, and purchase intentions. The study also identifies key mediating factors, such as consumer engagement and social influence, that contribute to the impact of broadcasters on consumer behavior. Conclusion: This research provides valuable insights into the role of knowledge-paid broadcasters in shaping consumer behavior. The findings highlight the importance of strategically managing broadcaster characteristics to enhance consumer trust, engagement, and ultimately, drive business success in the knowledge payment market.