消費者產品知識的研究一直是消費者行為的中心議題之一。對於消費者決策而言，消費者產品知識更是重要的決定因素之一。過去的研究已明確將消費者產品知識，依知識本質的差異，區隔為主觀產品知識與客觀產品知識兩者。然而對於主、客觀知識的真實效果，仍舊存有爭議。因此本研究在強調消費主觀產品知識與客觀產品知識的區隔之下，以台灣地區的手機產品使用者作為研究目標對象，驗證其手機產品知識對最終決策品質的影響。
其次，對於消費者決策品質的衡量，大多學者專注於觀察消費者的決策正確與否。然亦有研究證實消費者的決策滿意度會影響最終的消費滿意度，因此本研究強調消費者決策滿意度應當受到學術界與實務界更多的重視，故本研究除了視決策正確性為消費者決策品質的衡量指標之外，更強調應當納入消費者決策滿意度作為衡量消費者決策品質的重要變數。
最終，在檢定消費者產品知識對消費者決策滿意度與決策正確性的影響之外，基於過去研究建議消費者的產品知識效果應當考量其他調節因素的影響之下，本研究以消費自信與消費者的產品涉入程度做為調節變數，分別檢視其在消費者產品知識與決策品質關係的調節效果。
研究結果顯示，消費者主觀產品知識與消費者客觀產品知識兩者，對消費者的決策滿意度和決策正確性皆有顯著的影響。因而本研究之實證結果支持主觀知識效果與客觀知識效果的區隔確實有其意義。另對於調節效果的檢定，僅有消費自信之下的消費者自我保護功能，對客觀產品知識與決策正確性的關係具有強化的正向影響。

Previous researches provided evidences for the conceptual distinction between subjective product knowledge and objective product knowledge. However, there is still a controversy over the substantial effects of subjective knowledge and objective knowledge. For this issue, the purpose of this study is examining the impacts of subjective knowledge and objective knowledge on consumers’ decision quality within the context of a cell phone shopping decision. Furthermore, prior researches also provided evidences that decision satisfaction leads to consumption satisfaction, so that the importance of consumer decision satisfaction is emphasized much in this study. In this way, the measurement of decision quality in this study is operated under decision satisfaction and decision accuracy. Finally, this study also considered the moderate effects. Under taking consumer self-confidence and product involvement as moderators, it respectively examined the moderate effects of consumer self-confidence and product involvement on the impact of consumer product knowledge on consumers’ decision quality.
The result of the research implies that subjective knowledge and objective knowledge both have impacts on consumers’ decision satisfaction and decision accuracy. It obviously supports the conceptual distinction of subjective knowledge and objective knowledge under the apparently separate effect of either. However, in addition to the function of consumer self-protection, one variable of consumer self-confidence, has the positive moderate effect to the relationship between objective product knowledge and consumers’ decision accuracy, other moderate effects are insignificant.

中文部份
大騫出版有限公司 (2008)。手機 Station 1月號，第18期。
大騫出版有限公司 (2008)。手機 Station 2、3月號合訂本，第19期。
尖端出版社（2007）。Call 流行通訊12月號，第96期。
余明寧 (2002)。教育測驗與評量－成就測驗與教學評量。台北：心理出版社。
吳明隆 (2003)。SPSS 與統計應用學習實務：問卷分析與應用統計。台北市：知城數位科技。
吳明隆、涂金堂 (2005)。SPSS 與統計應用分析。台北市：五南。
東方線上 (2007)。東方消費者行銷資料庫2007年版電子年鑑。2008年5月2日，E-ICP東方消費者行銷資料庫 2005-2007年。
邱皓正 (2000)。量化研究與統計分析：SPSS中文視窗版資料分析範例解析。台北市：五南。
財團法人台灣網路資訊中心 (2008年1月)：歷次個人及家庭上網行為趨勢分析報告。
拓墣產業研究所 (2006)。2006年活力創新的手機產業，初版。台北市：拓墣科技。
陳李綢（譯）（2000）。教育測驗與評量。台北：五南。(Kubiszyn, T. & Borich, G., 1996 )
陳智凱（譯）（2003）。消費者行為，初版。臺北市：麥格羅希爾出版；高雄市：麗文總經銷。(Eric A., Linda P., & George Z., 2003)
陳德文 (2004)。5、6、7年級網路世代流行趨勢調查─手機吹起流行風，下一代的行動多媒體播放器。創世際市場研究顧問公司IX電子報。線上檢索日期：2008年1月13日。網址：http://www.insightxplorer.com/epaper/epaper_200407_1.html
郭生玉 (1987)。心理與教育測驗。台北：精華書局。
數位時代 (2008年3月3日)：百大網站排名總覽及分類排名表。數位時代雙週刊。線上檢索日期：2008年 3月11日。網址：http://www.bnext.com.tw/LocalityView_6604
英文部份
Adelman, P. K. (1987). Occupational complexity, control, and personal income: Their relation to psychological wellbeing in men and women. Journal of Applied Psychology, 72(4), 529-537.
Ahmanan, J. S., & Glock, M. D. (1981). Evaluating student process: Principles of tests and measurement. (6th ed.). Boston: Allyn & Bacon.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.
Alba, J. W., & Hutchinson, J. W. (2000). Knowledge calibration: What consumers know and what they think they know. Journal of Consumer Research, 27(2), 123-156.
Alhabeeb, M. J. (2007). Consumer knowledge and consumption: A human capital model. Academy of Marketing Studies Journal, 11(1), 69-81.
Anderson, C. H. (1986). Hierarchical moderated regression analysis: A useful tool for retail management decisions, Journal of Retailing, 62( 2), 186-195.
Batra, R., & Ray, M. L. (1986). Situational effects of advertising repetition: The moderating influence of motivation, ability, and opportunity to respond. Journal of Consumer Research, 12(4), 432-445.
Bearden, W. O., Hardesty, D. M., & Rose, R. L. (2001). Consumer self-confidence: Refinements in conceptualization and measurement. Journal of Consumer research, 28(1), 121-134.
Bei, L., & Heslin, R. (1997). The consumer reports mindset: Who seeks value-the involved or the knowledgeable? Advances in Consumer Research, 24(1), 151-158.
Bettman, J. R. (1979). An information processing theory of consumer choice, reading. MA: Addison-Wesley.
Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187-217.
Bettman, J. R., & Park, C. W. (1980). Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis. Journal of Consumer Research, 7(3), 234-248.
Biswas, A., & Sherrell, D. L. (1993). The influence of product knowledge and brand name on internal price standards and confidence. Psychology & Marketing, 10(1) , 31-46.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behavior, 10th Edition. South-Western College Pub.
Bloch, P. H.,& Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47(3), 69-81.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V.A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27.
Bransford, J. D. (1979). Human Cognition: Learning, umderstanding and remember ing . Belmont, CA: Wadsworth Publishing Co.
Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1-16.
Celsi, R. L., & Olson, J.C. (1988). The role of involvement in attention and comprehension process. Journal of Consumer Research, 15(2), 210-224.
Chase, C. I. (1978). Measurement for educational evaluation (2nd ed.). Reading, Massachusetts: Addison-Wesley.
Chen, J., & Paliwoda, S. (2006). Identifying and measuring knowledge transfer in the consumer new brand purchase decision. Journal of Euromarketing, 15(3), 51-72.
Clarke, K., & Belk, R. (1979). The effects of product involvement and task definition on anticipated consumer effort. Advances in Consumer Research, 6(1), 313-318.
Cole, C., Gaeth, G., Chakraborty, G., & Levin, G. (1992). Exploring the relationship among self-reported knowledge, objective knowledge, product usage and consumer decision making. Advances in Consumer Research, 19(1), p191, 1/2p.
Cole, C. A., Gaeth, G., & Singh, S. N. (1986). Measuring prior knowledge. Advances in Consumer Research, 13(1), 64-66.
Czepiel, J. A., & Rosenberg, L. J. (1977). Consumer satisfaction: Concept and measurement. Journal of the Academy of Marketing Science, 5(4), 403-411.
Ebel, R. L., & Frisbie, D. A. (1991). Essentials of educational measurement (5th ed.). Englewood, NJ: Prentice Hall.
Estelami, H., Lehmann, D.R., & Holden, A.C. (2001). Macro-economic determinants of consumer price knowledge: A meta-analysis of four decades of research. International Journal of Research in Marketing, 18(4), 341-355.
Fornell, C., & Wernerfelt, B. (1988). A model of customer complaint management. Marketing Science, 7(3), 287-298.
Flynn, L. R., & Goldsmith, R. E. (1999). A short, reliable measure of subjective knowledge. Journal of Business Research, 46(1), 57-66.
Fitzsimons, G. J. (2000). Consumer response to stockouts. Journal of Consumer Research, 27(2), 249-266.
Gensch, D. H., & Javalgi, R. G. (1987). The influence of involvement on disaggregate
attribute choice models. Journal of Consumer Research, 14(1), 71-82.
Gilovich, T., & Medvec, V.H. (1995). The experience of regret: What, when, and why. Psychological Review, 102(2), 379-395.
Greenwald, A. G., & Leavitt, C. (1984). Audience involvement in advertising: Four levels. Journal of Consumer Research, 11(1), 581-592.
Guo, L., & Meng, X. (2008). Consumer knowledge and its consequences: An international comparison. International Journal of Consumer Studies, 32(3), 260-268.
Henson, R. K. (2001). Understanding internal consistency reliability estimates: A conceptual primer on coefficient alpha. Measurement and Evaluation in Counseling and Development, 34(3), 177-199.
Hupfer, N., & Gardner,D. (1971). Differential involvement with products and issues: An exploratory study. Proceedings: Association for Consumer Research, David M. Gardner, ed., Colledge Park, MD: Association for Consumer Research, 262-269.
Heitmann, M., Lehmann, D.R., & Herrmann, A. (2007). Choice goal attainment and decision and consumption satisfaction. Journal of Marketing Research, 44(2), 234-250
Higgins, E. T., Idson, L. C., Freitas, A., Spiegel, S., & Molden, D. (2003). Transfer of value from fit. Journal of Personality and Social Psychology, 84 (6), 1140-1153.
Houston, M. J.,& Rothschild, M. L. (1977). A paradigm for research on consumer involvement. Working Paper 11-77-46, University of Wisconsin-Madison.
Jacoby, J. (1977a). Information load and decision quality: Some contested issues. Journal of Marketing Research, 14(4), 569-573.
Jacoby, J. (1977b). The emerging behavioral process technology in consumer decision making research. Advances in Consumer Research, 4(1), 263-265.
Jacoby, J., Troutman, T., Kuss, A., & Mazursky, D. (1986). Experience in complex decision making. Advances in Consumer Research, 13 (1), 469-472.
Johnson, E. J., & Russo, J.E. (1984). Product familiarity and learning new information. Journal of Consumer Research, 11(1), 542-550.
Kerlinger, F. (1986). Foundations of behavioral research. New York: Holt, Rinehart & Winston.
Kelly, T. L. (1939). The selection of upper and lower groups for the validation of test items. Journal of Educational Psychology, 30, 17-24.
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
Lastovicka, J. L., & Cardner, D. M. (1978). Low involvement versus high involvement cognitive structures. Advances in Consumer Research, 5(1), 87-92.
Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53.
Luce, M.F. (1994). Emotion and consumer choice: An analysis of the causes and consequences of negative, task-induced emotion in consumer decision domains. Unpublished dissertation, Department of Business Administration, Duke University, Durham, NC 27708.
Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. Advances in Consumer Research, 10(1), 532-539.
Ma, Y., & Glynn, M (2006). The effects of brand and product knowledge on consumer evaluations of brand extensions. Advances in Consumer Research-Asia-Pacific Conference Proceedings, 7, 137-143.
MacInnis, D. J., & Jaworski, B. J. (1989). Information processing from advertisements: Towards an integrative framework. Journal of Marketing, 53(4), 1-23.
Marks, L. J., & Olson, J. C. (1981). Toward a cognitive structure conceptualization of product familiarity. Advances in Consumer Research, 8(1), 145-150.
Mattila, A. S., & Wirtz, J. (2002). The impact of knowledge types on the consumer search process: An investigation in the context of credence services. International Journal of Service Industry Management, 13(3), 214-230.
McFadden, D. (1999). Rationality for economists? Journal of Risk and Uncertainty, 19(1), 73-105.
Mitchell, A. A. (1979). Involvement: A potentially important mediator of consumer behavior. Advances in Consumer Research, 6(1), 191-196.
Mitchell, A., & Peter, D. (1996). The assessment of alternative measures of consumer expertise. Journal of Consumer Research, 23(3), 219-239.
Miyake, N., & Norman, D.A. (1979). To ask a question, one must know enough to know what is not known. Journal of Verbal Learning and Verbal Behavior, 18, 357-364.
Moorman, C., Diehl, K., Brinberg, D., & Kidwell, B. (2004). Subjective knowledge, search locations, and consumer choice. Journal of Consumer Research, 31(3), 673-680.
Mossman, B. M., III, & Ziller, R. C. (1968). Self-esteem and consistency of social behavior. Journal of Abnormal Psychology, 73 (4), 363-367.
Nunnally, J. C. (1978). Psychometric Theory (2nd ed.). New York: McGraw-Hill.
Paese, P. W. & Sniezek, J. A. (1991). Influences on the appropriateness of confidence in judgment: Practice, effort, information and decision making. Organizational Behavior and Human Decision Processes, 48 (1), 100-130.
Page, K., & Uncles, M. (2004). Consumer knowledge of the World Wide Web: Conceptualization and measurement. Psychology and Marketing, 21(8), 573-591.
Park, C. W., Gardner, M. P., & Thukral, V. K. (1988). Self-perceived knowledge: Some effects on information processing for a choice task. The American Journal of Psychology, 101(3), 401-424.
Park, C. W., & Lessig, V. P. (1981). Familiarity and its impacts on consumer decision biases and heuristics. Journal of Consumer Research, 8(2), 223-231.
Park, C. W., Feick, L., & Mothersbaugh, D. L. (1992). Consumer knowledge assessment: How product experience and knowledge of brands, attributes, and features affects what we think, we know. Advances in Consumer Research, 19(1), 193-198.
Park, C. W., Mothersbaugh, D. L., & Feick, L. (1994). Consumer knowledge assessment. Journal of Consumer Research, 21(1), 71-82.
Park, C. W., & Moon, B. J. (2003). The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type. Psychology & Marketing, 20(11), 977-997.
Park, C. W., & Young, S. M. (1983). Types and levels of involvement and brand attitude formation. Advances in Consumer Research, 10(1), 320-324.
Payne, J. W., Bettman, J. R., & Johnson, E. J. (1993). The adaptive decision maker. Cambridge, MA: Cambridge University Press.
Pereira, R. E. (2001). Influence of query-based decision aids on consumer decision making in electronic commerce. Information Resources Management Journal, 14(1), 31-48.
Philippe, A., & Ngobo, P.V. (1999). Assessment of consumer knowledge and its consequences: A multi-component approach. Advances in Consumer Research, 26(1), 569-575.
Pillai, K. G., & Goldsmith, R. E. (2006). Calibrating managerial knowledge of customer feedback measures: A conceptual model. Marketing Theory, 6(2), 223-243.
Pillai, K. G., & Hofacker, C. (2007). Calibration of consumer knowledge of the web. Internal Journal of Research in Marketing, 24(3), 254-267.
Punj, G. N., & Staelin, R. (1983). A model of consumer information search behavior for new automobiles. Journal of Consurner Research, 9(4), 366-380.
Radecki, C. M., & Jaccard, J. (1995). Perceptions of knowledge, actual knowledge, and information search behavior. Journal of Experimental Social Psychology, 31(2), 107-138.
Raju, P. S., Lonial, S. C., & Mangold, W. G. (1993). Subjective, objective, and experience-based knowledge: A comparison in the decision making context. Developments in Marketing Science, 16, Michael L. Levy and Dhruv Grewal (eds.), Coral Gables, FL.: Academy of Marketing Science, 60.
Raju, P. S., Lonial, S. C., & Mangold, W. G. (1995). Differential effects of subjective knowledge, objective knowledge, and usage experience on decision making: An exploratory investigation. Journal of Consumer Psychology, 4(2),153-180.
Raju, P. S., & Reilly, M. D. (1980). Product familiarity and information processing strategies: An exploratory investigation. Journal of Business Research, 8(2), 187-212.
Rao, A. R., & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15(2), 253-64.
Rao, A. R., & Sieben,W. A. (1992). The effect of prior knowledge on price acceptability and the type of information examined. Journal of Consumer esearch, 19(2), 256-270.
Roy, D. P., & Cornwell, T. B. (2004). The effects of consumer knowledge on responses to event sponsorships. Psychology and Marketing, 21(3), 185-207.
Rudell, F. (1979). Consumer food selection and nutrition information, New York: Praeger.
Rust, R. T., Zahorik A. J., & Keiningham, T. L. (1995). Return on quality (ROQ): making service quality financially accountable. Journal of Marketing, 59(2), 58-70.
Selnes, F., & Gronhaug, K. (1986). Subjective and objective measures of product knowledge contrasted. Advances in Consumer Research, 13(1), 67-71.
Simon, H. A., (1967). Motivational and emotional controls of cognition. Psychological Review, 74, 29-39.
Simon, H. A. (1990). Invariants of human behavior. Annual Review of Psychology, 41(1), 1 -19.
Sproles, G. B. (1983). Conceptualization and measurement of optimal consumer decision-making. Journal of Consumer Affairs, 17 (2), 421-437.
Sujan, M. (1985). Consumer knowledge: Effects on evaluation strategies mediating consumer judgments. Journal of Consumer Research, 12(1) , 31-46.
Taylor, S. E., & Crocker, J. (1981). Schematic bases of social information processing. In E. T. Higgins, P. Herman, & M. Zanna (Eds.), Social cognition: The Ontario Symposium, Vol. 1. Hillsdale, NJ: Erlbaum.
Traylor, M. B. (1981). Product involvement and brand commitment. Journal of Advertising Research, 21(6), 27-33.
Thomas, J. M., & Oliver, A. (1999). Rosenberg’s self-esteem scale: Two factors or methods effects. Structural Equation Modeling, 6(1), 84-98.
Vaughn, R. (1986). How advertising works: A planning model revisited. Journal of Advertising Research, 26(1), 57-66.
Wood, W., & Stagner, B. (1994). Why are some people easier to influence than others? in persuasion: Psychological insights and perspectives, ed. Sharon Shavitt and Timothy C. Brock, Boston: Allyn & Bacon, 149-174.
Yi, Y. (1991). A Critical Review of Consumer Satisfaction. In Review of Marketing, Valarie A. Zeithaml, ed. Chicago: American Marketing Association, 68-123.
Zaichkowski, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
Zaichkowski, J. L. (1986). Conceptualizing involvement. Journal of Advertising, 15(2), 4-14.
Zaichkowsky, J. L. (1987). The emotional aspect of product involvement. Advances in Consumer Research, 14(1), 32-35.
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70.