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.

Purpose: This paper mainly focuses on the perfume products as research objective and aims to investigate the relationship between personality traits, conformity, perception of perfume’s usefulness and purchase intention. Theoretical framework: With the rapid growth on economic development, consumers’ awareness of perfume is gradually increasing. Numerous customers are beginning to have an interest in perfume products and willing to purchase them. Design/methodology/approach: This study explores consumers who have an interest in perfume products as research object and collects a total of 176 valid questionnaires by surveying. Findings: Through statistical analysis, these results suggest that consumer’s personality traits directly affect the perception of perfume’s usefulness, as well as their purchase intention. Research, Practical & Social implications: This study concludes that conformity has a significant influence on the purchase intention. Originality/value: Recent trends in preference for perfume even higher than other similar products such as cosmetics products or beauty care products. However, far too little attention has been paid to perfume products.

As adopting information and communications technology to deliver instruction and facilitate learning, course management systems (CMSs) offer an alternative capability to enhance management practices. Based on innovation diffusion theory, this study explores CMS effectiveness (EF) and reliability (RL), and considers both perceived innovative attributes (IA) and demographic characteristics. This study also exams the moderating effect of complexity (CX) and mediating effect of function evaluation (FE) on the causal relationship between IA and outcome variables (i.e., EF, RL). Analysis also includes the differential effects of three types of CMSs and gender differences. Participants were 238 undergraduates, majored in business or management, who volunteered to complete an online survey. Results show that perceived IA affect RL and EF, but not FE. CX moderates the effect of perceived IA on RL, but does not moderate the effects of perceived IA on FE and EF. EF, but not FE, appears to mediate the effects of perceived IA on RL. There is no significant difference in model fit between genders, but there is among the type of CMS solution group. Conclusions and implications are offered regarding the future research for program leaders and practitioners.