在消費者購買決策過程(CDP)中之搜尋行為所累積的產品資訊，會形成消費者對產品的相關知識。本篇研究主要以保養與化妝產品為例，探討消費者的產品知識，對整體消費經驗之評估所產生的影響；亦即檢測產品知識在消費過後對滿意度與忠誠度，是否產生干擾作用。資料分析以結構方程模型來檢驗消費者滿意度與忠誠度形成之基本模型，接著再以階層迴歸來進一步檢驗產品知識所產生的干擾效果。研究結果發現，顧客所知覺到的產品品質，與顧客對提供產品之品牌或公司擁有的信任感，能有效地增加顧客滿意度，滿意度也能進一步地刺激消費者從事正面口碑傳播與再購意願；然而顧客購買前所預設的期待卻會使滿意度下降，而且購買前所累積的產品知識，也會稀釋滿意度與正面口碑傳播意圖之間的連結。本篇研究建議，公司應盡力於提升產品品質與消費者對公司的信任感，來增加顧客滿意度產生的機會；而對於高產品知識的消費者，應注意滿意度之外的其他誘因，來刺激他們的正面口碑傳播意圖。

In the information search stage of the consumer purchasing decision process, the information accumulated in customers’ memory becomes the prior product knowledge. This study uses skin care and cosmetic products as context to investigate post-consumption experience evaluations and to test the moderating effect of product knowledge on satisfaction and loyalty assessments. The framework of the satisfaction formation process was tested by structural equation analysis, and hierarchical moderated regression analysis was then used to examine the moderating effects of product knowledge. The results of this study indicate that the customer’s perceived quality of the product and their trust toward the supplying firm positively increase customer satisfaction, and, in turn, increase positive word-of-mouth communication and repurchase intentions. However, customers’ stated expectations before consumption directly decrease customer satisfaction, and product knowledge weakens the relationship between satisfaction and positive word-of-mouth communication intentions. This study also suggests that companies should focus on the strategies of increasing product quality and try to become more trustworthy to increase customers’ satisfaction. In addition, for those customers with high product knowledge, companies should pay attention to incentives other than satisfaction to increase customers’ intentions to engage in positive word-of-mouth communications.

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