구조방정식 모형을 이용한 주관적 지식, 객관적 지식, 제품 경험의 인과적 관계 탐색: 제품 유형의 조절적 역할 = An Exploratory Study on the Causal Relationships among Subjective Knowledge, Objective Knowledge and Product Experience Using Structural Equation Modeling: Moderating Role of Product Type

다국어 초록 (Multilingual Abstract)

This study examines the relationships among different knowledge constructs including subjective knowledge, objective knowledge, and product experience. Specifically, this study explores how objective knowledge, product experience, self confidence, frame of reference, and product involvement are related to subjective knowledge across different product types (utilitarian and hedonic products) using structural equationanl modeling. Multi-group structural equation modeling shows that the effects of objective knowledge, frame of reference and product involvement on subjective knowledge vary depending upon the type of products while the effects of product experience and self-confidence are invariant across product types. In addition, the impacts of product involvement on objective knowledge and product experience are invariant across product types, while product experience varies its influence on objective knowledge depending on the product types. Implications of the findings are discussed in relation to the need for further research on the understanding of the knowledge constructs and their role in consumer information processing.

국문 초록 (Abstract)

본 연구는 주관적 지식, 객관적 지식, 제품 경험을 포함한 제품 지식 개념들간의 관계를 파악하고자 하였다. 구체적으로 본 연구에서는 제품 유형 (실용재와 쾌락재)에 따라 객관적 지식, 제품 경험, 자기 확신감, 참조준거, 제품 관여가 주관적 지식에 어떤 영향을 미치는지를 구조 방정식 모형을 통해 알아보았다. 다집단 구조 방정식 모형 분석 결과 제품 경험과 자기 확신감이 주관적 지식에 미치는 효과는 두 제품 유형에서 동일하였으나 객관적 지식, 참조준거, 제품 관여가 주관적 지식에 미치는 효과는 두 제품 유형에서 서로 다른 것으로 나타났다. 또한 제품 관여가 객관적 지식과 제품 경험에 미치는 효과는 제품 유형에 관계없이 일정하였으나 제품 경험과 객관적 지식간의 관계는 두 제품 유형에서 서로 달랐다. 제품 지식 개념들간의 관계와 이것이 소비자 정보 처리에 미치는 역할을 중심으로 논의가 이루어졌다.

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