Abstract

This study attempts to examine the effect of product knowledge on consumers’ online information search behavior. In doing so, product knowledge is conceptualized as a bi-dimensional construct: familiarity and expertise. We argue that product knowledge will have a positive effect on consumers’ online information search effort. Besides, we investigate the moderating effort of product involvement on the relationship between product knowledge and online information search effort. Empirical results confirm the significant and positive effect of product knowledge on consumers’ online information search effort. Moreover, we find that product involvement will exert a negative moderating effect on the relationship between product knowledge and online information search effort.

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