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| Author: | Pillai, K.G Hofacker, C. |
| Title: | Calibration of consumer knowledge of the web |
| Journal: | International Journal of Research in Marketing
2008 : VOL. 24:3 pp. 254-267 |
| Index terms: | knowledge knowledge-based systems |
| Freeterms: | web |
| Language: | eng |
| Abstract: | In this paper the authors find that involvement leads to better calibration of consumer knowledge and that calibration is stronger for procedural knowledge and general knowledge, as compared to declarative knowledge and specialized knowledge. Neither usage, nor experience, has any impact on calibration of knowledge of the web. No variety in calibration is seen between genders. But, in cohesion with previous findings, this study also finds that males are more confident in their knowledge of the web. The findings point out that calibration could be more a function of knowledge-specific factors and less that of individual-specific factors. |
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