The Research About Effects Of Consumer Subjective Knowledge On External Information Search Behavior:the Role Of Perceived Risk

With the continuous development of the economy, the competition among the enterprises intensified. A lot of products swarm into the market, then the information of products overflow. But, because of the time, capability and the cognitive capacity of consumers in searching information is limited, they can’t accept all of the information in purchase decisions. So, if the enterprise want to survival and development, they need to understand consumers’ information search behavior. This can make their products stand out from numerous products, and can make their products being noticed by the customers fast. In addition, this can also reduce the marketing costs of the enterprises.A mass of researches suggest that the Consumer Subjective Knowledge will affect the External Information Search Behavior. But for the influence mechanism is not discussed in depth. Therefore, exploring the effects of Consumer Subjective Knowledge on External Information Search Behavior will have very important enlightenment to the enterprise marketing combination, market positioning and market segmentation. This can also help the enterprises more easily close to customers.Based on a lot of foreign literature, this paper summarizes and concludes the relevant research results, then builds a theoretical model of Consumer Subjective Knowledge, Perceived Risk, and External Information Search Behavior. The model consists of antecedent(Consumer Subjective Knowledge), mediating variable(Perceived Risk), the outcome variable (External Information Search Behavior) and path relationships among variables. This purpose is to use the theoretical model to explain the influence mechanism between the Consumers Subjective Knowledge and External Information Search Behavior. The research product is mobile phone. This study will check the validity and reliability of the initial questionnaire through pre-survey, then form the final questionnaire. This paper will make structural equation model analysis with the data collecting through large sample survey. The research results of this paper are as follows:Consumer Subjective Knowledge not only have direct effects on External Information Search Behavior, but also have indirect effects on External Information Search Behavior through Perceived Risk. Consumer Subjective Knowledge has negative effects on Perceived Risk and External Information Search Behavior. Perceived Risk has positive effects on External Information Search Behavior.