The moderating effect of product knowledge and product involvement on online information search behavior

摘要：

　　This study attempts to examine the effect of product knowledge on consumers online information search behavior.In doing so,product knowledge is conceptualized as a bi-dimensional construct:familiarity and expertise.We argue that product knowledge will have a positive effect on consumers online information search effort.Besides,we investigate the moderating effort of product involvement on the relationship between product knowledge and online information search effort.Empirical results confirm the significant and positive effect of product knowledge on consumers online information search effort.Moreover,we find that product involvement will exert a negative moderating effect on the relationship between product knowledge and online information search effort.

关键词： product knowledge product involvement information search

作者: Fenglin Li Shasha Zhou

作者单位: School of Information Management, Wuhan University, Wuhan, China School of Management, Zhejiang University, Hangzhou, China

会议类型: 国际会议

会议名称: The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 283-288

在线出版日期: 2013-05-25（万方平台首次上网日期，不代表论文的发表时间）