Analysis of the Knowledge Payment Phenomenon of Chinese Women (Age 25-49)

Abstract

China's Internet penetration rate continues to rise, and the scale of smartphone users continues to expand, providing the soil for the development of the knowledge payment industry. Among the industry's consumer groups, female Chinese consumers play an important but rarely discussed the role. The article will use Jean Baudrillard's consumer society theory to discuss the payment motivation of Chinese female consumers. Baudrillard believes that in a consumer society, women become the group with the most consumption power. The article will use a specific female-target app, Jane's academy, as an example to analyze the reasons for the knowledge payment in China from the four perspectives. First, women in society pay for knowledge products to ease their anxiety about facing all types of work and family problems. After they pay for the products, they would have the illusion that the problem in their life has been fixed already. Second, women, as an individual nowadays, focus on self-improvement, and they are willing to invest in themselves. Third, the influence of Chinese traditional culture creates an atmosphere in Chinese society that learning is the most effective way to promote people's social status. Fourth, paying for knowledge is a consequence of the common anxiety of human beings in the Information Age. In a nutshell, an attempt to relieve anxiety lies behind the phenomenon of knowledge paymentt.