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ISSN : 1229-8778
This study examined how consumer self-confidence and cognitive need for closure influence consumers' perceived risk and information search in purchase situations. Five hypotheses were proposed and the data using scenarios of imagined digital camera purchase was collected from 213 students attending universities in Seoul metropolitan area. The data analysis showed that higher need for closure participants perceived higher level of risk in a purchase situation. Also, the higher the participants' consumer self-confidence and the perceived risk, the more information search was found. However, contrary to the expectations, the effect of consumer self-confidence on the perceived risk and the effect of the need for closure on information search were found statistically insignificant. Thus, it could be concluded that the need for closure was mediated by the perceived risk to affect the information search, while the consumer confidence directly influenced the information search without being mediated by the perceive risk. At the end, theoretical and practical implications from this study were discussed.
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