open access
메뉴.png){kind=logo}
open access
메뉴
본 연구는 주관적 지식, 객관적 지식, 제품 경험을 포함한 제품 지식 개념들간의 관계를 파악하고자 하였다. 구체적으로 본 연구에서는 제품 유형 (실용재와 쾌락재)에 따라 객관적 지식, 제품 경험, 자기 확신감, 참조준거, 제품 관여가 주관적 지식에 어떤 영향을 미치는지를 구조 방정식 모형을 통해 알아보았다. 다집단 구조 방정식 모형 분석 결과 제품 경험과 자기 확신감이 주관적 지식에 미치는 효과는 두 제품 유형에서 동일하였으나 객관적 지식, 참조준거, 제품 관여가 주관적 지식에 미치는 효과는 두 제품 유형에서 서로 다른 것으로 나타났다. 또한 제품 관여가 객관적 지식과 제품 경험에 미치는 효과는 제품 유형에 관계없이 일정하였으나 제품 경험과 객관적 지식간의 관계는 두 제품 유형에서 서로 달랐다. 제품 지식 개념들간의 관계와 이것이 소비자 정보 처리에 미치는 역할을 중심으로 논의가 이루어졌다.
This study examines the relationships among different knowledge constructs including subjective knowledge, objective knowledge, and product experience. Specifically, this study explores how objective knowledge, product experience, self confidence, frame of reference, and product involvement are related to subjective knowledge across different product types (utilitarian and hedonic products) using structural equationanl modeling. Multi-group structural equation modeling shows that the effects of objective knowledge, frame of reference and product involvement on subjective knowledge vary depending upon the type of products while the effects of product experience and self-confidence are invariant across product types. In addition, the impacts of product involvement on objective knowledge and product experience are invariant across product types, while product experience varies its influence on objective knowledge depending on the product types. Implications of the findings are discussed in relation to the need for further research on the understanding of the knowledge constructs and their role in consumer information processing.
Alba, J. W. (1983). The effects of product knowledge in the comprehension, retention, and evaluation of product evaluation. Advances in Consumer Research, 10, 577-580.
Andrews, J. C. (1988). Motivation, ability, and opportunity to process information: Conceptual and experimental manipulation issues. Advances in Consumer Research, 15, 219-225.
Batra, R., & Ray, M. A. (1986). Situational effects of advertising repetition: The moderating influence of motivation, ability, and opportunity to respond. Journal of Consumer Research, 12 (4), 432-445.
Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2 (2), 159-170.
Bearden, W. O., Hardesty, D. M., & Rose, R. L. (2001). Consumer self-confidence: Refinements in conceptualization and measurement. Journal of Consumer Research, 28 (1), 121-134.
Bei, L., & Heslin, R. (1997). The consumer reports mindset: Who seeks value: The involved or the knowledgeable? Advances in Consumer Research, 24, 151-158.
Bettman, J. R., & Park, C. W. (1980). Effects of prior knowledge and experience and the phase of the choice process on consumer decision processes: A protocol analysis. Journal of Consumer Research, 7(December), 234-248.
Brown, J. D., Novick, N. J. Lord, K. A., & Richards, J. N. (1992). When Gulliver travels: Social context, psychological closeness, and self-appraisals. Journal of Personality and Social Psychology, 62 (5), 717-727.
Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(June), 1-16.
Carlson, J. P., Vincent, L. H., Hardesty, D. M., & Bearden, W. O. (2009). Objective and subjective knowledge relationships: A quantitative analysis of consumer research findings. Journal of Consumer Research, 35(February), 864-876.
Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15 (September), 210-224.
Cole, C. A., Gaeth, G., & Singh, S. N. (1986). Measuring prior knowledge. Advances in Consumer Research, 13, 64-66.
Cowley, E. (1994). Recovering forgotten information: A study in consumer expertise. Advances in Consumer Research, 21, 58-63.
de Bont, C.J.P.M., & Schoormans, J. P.L. (1995). The effects of product expertise on consumer evaluations of new product concepts. Journal of Economic Psychology, 16 (4), 599-615.
Ellen, P. S. (1994). Do we know what we need to know? Objective and subjective knowledge effects on pro-ecological behaviors. Journal of Business Research, 30 (1), 43-52.
Flynn, L. R., & Goldsmith, R. E. (1999). A short, reliable measure of subjective knowledge. Journal of Business Research, 46, 57-66.
Greenwald, A., & Leavitt, C. (1984). Audience involvement in advertising: Four levels. Journal of Consumer Research, 11 (June), 581-592.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46 (3), 92-101.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9 (2), 132-140.
Johnson, E. J., & Russo, J. E. (1984). Product familiarity and learning new information. Journal of Consumer Research, 11(June), 542-550.
Kanwar, R., Olson, C.L. S. (1981). Toward measuring and conceptualizing cognitive structures. Advances in Consumer Research, 8, 122-127.
Klerck, D. & Sweeney, J. C. (2007). The effect of knowledge types on consumer-perceived risk and adoption of Genetically Modified foods. Psychology and Marketing, 24 (February), 171–93.
Laurent, G., & Measuring consumer involvement profiles. Journal of Marketing Research, 22 (1), 41-53.
McQuarrie, E. F., & Michael, M. J. (1992). A revised product involvement inventory: Improved usability and validity. Advances in Consumer Research, 19, 108-113.
Maheswaran, D., & Sternthal, B. (1990). The effects of knowledge, motivation, and type of message on ad processing and product judgments. Journal of Consumer Research, 17 (1), 66-73.
Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research, 20 (3), 451-466.
Mittal, B. (1989). Must consumer involvement always imply more information search? Advances in Consumer Research, 16 (1), 167-172.
Park, C. W., Mothersbaugh, D. C., & Feick, L. (1994). Consumer knowledge assessment. Journal of Consumer Research, 21(June), 71-82.
Park, C. W., Gardner, M. P., & Thukral, V. K. (1988). Self-perceived knowledge: Some effects on information processingfor a choice task. AmericanJournal of Psychology, 101 (Fall), 401-424.
Park, C. W., & Lessig, V. P. (1981). Familiarity and its impact on consumer decision biases and heuristics. Journal of Consumer Research, 8 (September), 223-231.
Park, C., & Moon, B. (2003). The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type. Psychology & Marketing, 20 (11), 977-997.
Philippe, A., & Ngobo, P. (1999). Assessment of consumer knowledge and its consequences: A multi-component approach. Advances in Consumer Research, 26, 569-575.
Punj, G. N., & Staelin, R. (1983). A model of consumer information search behavior for new automobiles. Journal of Consumer Research, 9 (March), 366–380.
Radecki, C. M., & Jaccard, J. (1995). Perceptions of knowledge, actual knowledge, and information search behavior. Journal of Experimental Social Psychology, 31(2), 107-138.
Raju, P. S., Lonial, S. C., & Mangold, W. G. (1995). Differential effects of subjective knowledge, objective knowledge, and usage experience on decision making: An exploratory investigation. Journal of Consumer Psychology, 4 (2), 153-180.
Rao, A. R., & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15 (September), 253-264.
Selnes, F., & Grφnhaug, K. (1986). Subjective and objective measures of product knowledge contrasted. Advances in Consumer Research, 13, 67-71.
Srull, T. K. (1983). The role of prior knowledge in the acquisition, retention, and use of new information. Advances in Consumer Research, 10, 572-576.
Sujan, M. (1985). Consumer knowledge: Effects on evaluation strategies mediating consumer judgments. Journal of Consumer Research, 12 (June), 31-46.
Tesser, A. (1988). Toward a self-evaluation maintenance model of social behavior. Advances in Experimental Social Psychology, 21, 181-227.
Vaughn, R. (1986). How advertising works: A planning model revisited. Journal of Advertising Research, 26 (1), 57-63.
Wright, P. L. (1975). Factors affecting cognitive resistance to advertising. Journal of Consumer Research, 2 (June), 1-9.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12 (3), 341-352.
