인터넷상에서 소비자의 지식이 정보탐색행동에 미치는 영향

The Effects of Consumer Knowledge on Information Search Behavior in Internet Environment

In this paper we examine that consumer knowledge from experience on the internet influence information search behavior. Our hypotheses and the empirical results are as follows. First, as consumer gather more knowledge on the internet, their search proficiency tend to rise. Second, consumer knowledge can differentially affect dependency about the information sources during information search. Particularly, we are interested in brand reliance. By these interest, we come to know that brand names are more valuable information sources when consumers are novices than experts. Also, novices rely more on product branding that web site branding. Finally, there are differences in acquiring information from banner advertisement according to the consumer knowledge. That is, attitude, usefulness perception, and click through rate for the banner advertising are higher in novices than in experts. These results contribute to the consumer information search behavior research in that we examine the effects of consumer knowledge on the external information search behavior in the internet environment empirically and systematically.