사전지식과 인지부조화의 관계에서 설득지식 모델의 매개역할

The Mediating Role of Persuasion Knowledge Model in Relationship of Prior Knowledge and Cognitive Dissonance

Combinations of manufacturer and distribution enterprise are diversified with development of market environment and deepen of competition. The paper is to investigate the relationship of prior knowledge and cognitive dissonance and the mediating role of persuasion knowledge model. Prior knowledge is the quantity of information for own cognition and alternative of product saved in memory before choice product. Persuasion knowledge model is corporation of agent try to persuade consumer of target and consumer do appropriate coping behavior to persuasion episode of corporation. Cognitive dissonance is degree of suspicion for accurate decision making and degree of anxiety for purchase decision and emotional inconvenience with emotional conflict that is aroused by emotional difficulty about choice convert into suspicion about purchase decision after purchase. Prior knowledge of two or more belief or attitude with mental difficulty result in negative effect of consumer for seller information and then bring about cognitive dissonance. The paper has implications as follows. This study contributes elaborating theories of prior knowledge and cognitive dissonance by investigate the effect of prior knowledge influencing cognitive dissonance. Provides corporate a strategic evidence to coping consumer cognitive dissonance by investigate importance and effect of consumer prior knowledge