感知风险对信息搜寻的影响:消费者知识的调节作用

How Perceived Risk A ffects In formation Search : The Moderating Role ofConsumer Knowledge

尽管消费者行为学者一般认为感知风险对信息搜寻有正向影响,但是营销文献中存在着大量相互冲突的实证研究发现。通过把感知风险分解为有形风险、无形风险两个维度,我们提出这两个维度的感知风险对信息搜寻的作用存在差异:有形风险对信息搜寻存在正向影响,而无形风险对信息搜寻的作用是负向的。此外,上述的影响作用受到消费者知识水平的调节:对于有形风险对信息搜寻的正向影响,消费者知识施加的是负向调节作用;对于无形风险对信息搜寻的负向影响,消费者知识施加的是正向调节作用。通过一项实证研究,上述假设的关系得到支持。

Although it scems to be a gcneral consensus among consumer bchavior rescarchers that perccived risk is positivcly related to information scarch,findings challenging this vicw abundant in the literaturc.Dccomposing perccived.risk into two sub-dimensions,the authors postulate that tangible and intangible risk influcnccs information scarch differcntly.The lormer aflccts inforrmation scarch positivcly,and the latter ncgatively.In addition,these rclationships arc moderated by consumer knowldgc.Concerning the impact on information scarch by tangible risks,the modcrating rolc of knowldgc is ncgativc.When it comcs to the association bctwecn intangiblc risk and information scarch,the modcrating cfct is positive.An cmpirical study,carricd out to tcst the hypothcsizcd rclationships,gencratc significant supporting findings.