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A Theoretical Investigation of Consumers’ Subjective Product Knowledge

윤성욱|서미옥|양연조|Lisa L. Scribner
한국소비문화학회|2005.06|소비문화연구 (Journal of Consumption Culture)|제8권 제2호|pp. 165-184

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참고문헌

키워드

제품지식product knowledge주관적 지식objective knowledge객관적 지식subjective knowledge지식 측정knowledge measurement

초록

소비자 제품지식은 소비자 행동분야의 중요한 연구주제가 되어왔다. 하지만 이 분야에 있어서 상이한 연구결과가 많이 존재하고 있으며, 그러한 차이는 무엇보다도 소비자 제품지식에 관한 측정에 기인한 것으로 보인다. 신뢰성과 타당성이 잘 검증된 척도가 제품에 관한 주관적 지식뿐만 아니라 객관적 지식의 측정을 위해 필요하지만, 본 연구의 주요 목적은 주관적 지식에 초점을 맞추었다. 제품지식에 관한 기존의 문헌연구와 각각의 연구에서 사용된 척도들을 검토하였으며, 이론에 근거한 다차원의 “주관적 지식” 척도의 개발을 제안하며 그에 대한 이론적이고 개념적인 측면을 제시하였다.

Abstract

Consumer product knowledge has proven to be a valued research topic due to its vast influences on consumer behavior. Discrepancies in findings beg for consistency in the measurement of knowledge. While consistent and reliable measures are needed for both subjective and objective knowledge, the focus of this research is subjective product knowledge. A review of the literature and respective measures is provided. The authors suggest conceptual aspects of product knowledge which should be considered for developing theory-driven multidimensional subjective knowledge scales.

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