The Impact of Consumer Experiences and Knowledge on External Information Search

• Published in: Tai Da Guan Li Lun Cong Vol. 11; no. 2; p. 197
• Main Authors: Chung-Chau, Chang, Li-Shia, Huang, Chih-Wei, Shen, 張重昭, 黃麗霞, 沈致瑋
• Format: Journal Article
• Language: English
• Published: Taiwan National Taiwan University Press, NTU College of Management 01.06.2001
• Subjects: Consumer behavior; Customer satisfaction; Information seeking behavior; Product quality
• ISSN: 1018-1601; 2410-2490

External information search plays a very important role in the process of consumer purpose decision. This study proposes a model of the antecedents of external information search. The hypotheses were tested with empirical data drawn from motorcycle buyers. Consumer experiences were specified by the amount of past purchases and prior product satisfaction. The results showed that the relationship between the amount of past purchases and information search was not significant. Prior product satisfaction would decrease information search by decreasing search benefits and evoked sets, and at the same time increase information search by increasing perceived risks. Product knowledge was classified under knowledge uncertainty, choice uncertainty, and product interest. Knowledge uncertainty would decrease information search by decreasing search benefits. Choice uncertainty and product interest would increase information search by increasing evoked seta. Managerial implications and future research are also addressed.