Impact of media use on consumer product knowledge

Abstract

I explored the relationship between media use and consumers' product knowledge. Using survey data obtained from 1,954 consumers of mother and baby products, I found that (a) use of traditional media, generalized network media, and professional network media had a positive impact on consumer product knowledge, and (b) these relationships were moderated by the mothers' stage of learning about maternal and baby products, and perceived risk of the product. Specifically, when a consumer was at a later stage of learning, use of professional network media had a greater impact on product knowledge than did use of the other 2 types of media. Furthermore, when the perceived risk of a product was high, use of traditional media and general network media had a greater impact on product knowledge than did use of professional network media. The findings have practical implications for marketing staff of companies in their selection of media types to post information, and their consideration of consumers' learning stage and perceived risk of products when implementing marketing plans.