The effects of the subjective-experiential knowledge gap on consumers’ information search behavior and perceptions of consumption risk

This research examines how the Subjective-Experiential Knowledge Gap (SEKG) influences perceptions of consumption risk and the importance of external information search. Guided by information processing theories, we identify some determinants of SEKG and show that the perceived importance of external information search is significantly different across levels of SEKG. Motivated by this, we then investigate the moderating role of SEKG in...