소비자의 외부정보탐색노력과 사전지식간의 관계에 대한 탐색동기의 역할에 관한 연구 = The Role of Search Motivation on the Relationship Between External Consumer Information Search and Prior Knowledge

다국어 초록 (Multilingual Abstract)

Although the relationship between external consumer information search effort and prior knowledge has been investigated for years, nearly all of the many studies have focused on antecedent variable perspective for work in the search area. As suggested by some researchers, however, little empirical effort has been devoted to moderate factors in this relationship. The purposes of this article are to investigate the role of search motivation as a moderator and then develop a more detailed structure on the relationship between knowledge and external search. The results of this research suggest that the effects of positive relationship between external information search effort and prior knowledge are moderated as search motivation. At lower level of search motivation, the moderate group of knowledge are more increased one`s effort to engage in external search effort than low and high group. At higher level of search motivation, on the other hand, when the perceived search benefit did not exceed the perceived search cost, there was no any increasing effects to the positive relationship between external search effort and prior knowledge. Finally some directions for future research are suggested.