Consumer Information Competency of Contemporary Consumers: Effects on Information Search Efficiency and Effectiveness for Purchase of Electronic Goods

Abstract

This study aimed to measure consumer information competency, which indicates consumers' general ability to search and utilize information. The model of this study was constructed in order to identify how consumer information competency influences the efficiency and the effectiveness of external information search. The model was verified with related prior knowledge as a moderator variable in order to understand holistic consumer information search activity. The result of the study is as follows. First, the concept of consumer information competency was constructed with four sub-abilities: define, search, extract, and synthesis & use. The ability of define was the highest, as opposed to the ability of extract, which was the lowest. Second, consumer information competency was lower for women as well as for low family income. The sub-abilities of search and synthesis & use were lower for aging consumers. Third, consumer information competency has positive effects on information search efficiency and effectiveness. Moreover, the efficiency influences the effectiveness positively. Fourth, prior knowledge moderates the effect of consumer information competency to the efficiency. Only for consumers with high knowledge the efficiency has the effect of mediating between consumer information competency and the effectiveness.

Moderating effects of consumer empowerment on the relationship between involvement in eco‐friendly food and eco‐friendly food behaviour

“…However, the study has two limitations: Since it measured involvement, consumer empowerment and frequency of buying by limiting eco-friendly goods to food, women and senior consumers scored higher than men and younger consumers. However, the consumer empowerment studies of both Kim and Cho (2017) in relation to communication services and of Hwang and Kim (2012) in relation to electronic goods showed that men and younger consumers score higher than women and older consumers in consumer empowerment. Therefore, future studies can capture the trends in consumer empowerment by appropriately considering different characteristics.…”

The effects of consumer empowerment on risk perception and satisfaction with food consumption

“…In this study, which measured consumer empowerment related to food, women and older people scored higher for consumer empowerment in comparison with men and younger people. However, in the studies of Kim and Cho (2017) and Hwang and Kim (2012), which measured consumer empowerment in relation to a communication service and electronic products, respectively, it was men and younger people who scored higher for consumer empowerment than women and older people.…”

“…Even the study by Yoo et al (2018) showed middle-aged consumers were regularly exposed to consumer education and very experienced in food consumption, leading to a high level of consumer empowerment. However, Hwang and Kim (2012), who studied consumer empowerment in relation to electronic products, observed that the older the consumer, the lower their empowerment. This is because older people's familiarity with information devices or technology is poor, and if they are able to access it, their understanding and use of a lot of inappropriate information is limited.…”

Consumer empowerment and self-assessment of empowerment

“…A study on adolescents' clothing decision making by Joo et al [30] showed that consumer empowerment had a positive correlation with information searching. Further, in Hwang and Kim's research on consumer empowerment and its impact on the use of electronic products, it was found that consumer empowerment affects information search efficiency and effectiveness [31]. Thus, consumer empowerment can be expected to have a significant influence on information search behavior.…”