主观知识和客观知识对购买决策影响的实证研究

An Empirical Examination of the Differential Effects of Objective and Subjective Knowledge on Puchace Decision

重点考察主观知识和客观知识对以下购买决策中 6种要素的影响 :已知集 ;关心的属性 ;接受度 ;承受价 ;采用的策略类型 ;响应集。提出了研究假设 ,并建立一个模型来验证这些假设。

Consumer researchers have long been interested in the effects of knowledge on purchasing decision. Recently it has become common to distinguish between subjective knowledge(SK) and objective knowledge (OK). The paper will examine the effects of SK and OK on:(a) number of attributes a consumer considers; (b) type of decision making strategy used; (c) latitude of acceptance; (d) reservation price; (e) the consumer's evoked set size; and (f) the consumer's awareness set size. The paper puts forward some hypotheses on the basis of former research results. Moreover, the paper devises a simulating experiment to examine these hypotheses.