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论文编号：	1522
作者编号：	031802
上传时间：	2010/5/24 10:44:45
中文题目：	消费者产品知识对信息搜寻影响的实证研究
英文题目：	Information Search Objective Knowledge Subjective Knowledge
指导老师：	李东进
中文关键字：	信息搜寻 客观知识 主观知识
英文关键字：	Information Search Objective Knowledge Subjective Knowledge
中文摘要：	在消费者购买决策过程中，消费者信息搜寻行为对最终购买决策有着重要影响。在前人研究中，学者和营销实践者已经发掘了很多影响消费者信息搜寻行为的影响因素。在这些影响因素中，大部分研究把产品知识只作为单一影响因素来进行研究。基于学术研究和营销实践的重要性，本研究以消费者信息搜寻为主题，探讨消费者产品知识对信息搜寻努力的影响。 本研究控制了消费者信息搜寻的其他影响因素，只选取了消费者产品知识这一因素，然后把产品知识细化，将其分为客观知识和主观知识，并进一步对客观知识的和主观知识进行概念界定和区别，首先探讨了客观知识和主观知识的影响因素，然后通过实证研究方法探讨了客观知识和主观知识分别对消费者信息搜寻行为的影响。 本研究包括六个研究变量，自变量是消费者的产品熟悉度，自信程度，创新性，中介变量是客观知识和主观知识，因变量是消费者信息搜寻。本研究采用实证研究方法，通过对手机用户的问卷调查得到的数据，通过结构方程模型进行分析，并验证研究模型和假设。研究结论发现，消费者产品熟悉度对客观知识和主观知识有较强的正向影响，自信程度和创新性对主观知识有较强的正向影响，同时客观知识对主观知识也有较强的正向影响，客观知识对信息搜寻努力有负向影响，主观知识对信息搜寻努力有正向影响。 本论文的创新之处在于把产品知识分为客观知识和主观知识，并进一步研究了各自对信息搜寻行为的影响，并通过实证研究结果得出研究结论，这在理论研究领域具有一定创新意义。同时根据研究结论，提出了细化的营销实践建议，营销建议从客观知识和主观知识两个角度出发，并按照产品熟悉度、自信程度和创新性三个变量对消费者进行市场细分，划分为专家型、一般型和新手型消费者。然后，围绕消费者信息搜寻行为和企业信息传递两个方面提出营销启示，研究结论和营销建议对于企业制定营销传播策略，把握消费者信息搜寻行为和传递信息内容和方式上都具有一定的实践指导和借鉴意义。
英文摘要：	Consumer information search was an important step in the consumer purchase decision process. In the past study, researchers have found a lot of factors to information search behavior. Consumer product knowledge was one main factor, but regarded as one whole factor in the past many studies. In term of academy and marketing practices, this study focused on consumer information search behavior, and then explored the effect from consumer product knowledge to information search. This study selected product knowledge as the only one variable in the many factors, and divided consumer product knowledge to objective and subjective knowledge. And then, we made research on how objective and subjective knowledge influence information search respectively. This study included six variables, information search was dependent variable, objective and subjective knowledge were the moderating variables, and product familiarity, self confidence and innovativeness were the independent variables. Through empirical study using the analysis of structure equation modeling, we found that familiarity had positive effect on objective and subjective knowledge, self confidence and innovativeness had positive effect on subjective knowledge, and objective knowledge had positive effect on subjective knowledge. Objective knowledge had negative effect on information search efforts, and subjective knowledge had positive effect on information search efforts. This study made sense and creation on exploring how objective and subjective knowledge influenced information search through empirical study. Based on study results, we presented some suggestions to marketing practices in term of objective and subjective knowledge, and made three market segmentations of expert, general and novice consumers by the three independent variables of product familiarity, self confidence and innovativeness. The marketing implications made great sense for the marketing communication strategy, and provided guides for practical operations.
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