This study aims to highlight the impact of information acquisition confidence and social outcome confidence on information search and information share intention. Moreover, the role of subjective knowledge is analyzed as a mediating variable among these relations.
This study conducted a survey which generated 233 valid responses. The data were analyzed using component factor analysis and structural equation modeling. Whereas, to examine the mediating effect, Hayes and Preacher (2008) model for statistical mediation analysis was used.
The results mainly supported the model by confirming that subjective knowledge, information acquisition confidence and social outcome confidence are positively related to information search intention. No association between information acquisition confidence and information sharing intention was found. The study's findings also suggested a positive association of social outcome confidence, subjective knowledge and information acquisition confidence with information share intention. Moreover, the results revealed that there is a significant and positive mediating effect of subjective knowledge between information acquisition confidence and information search intention. Subjective knowledge also acts as a mediator in the relationship between social outcome confidence and information sharing intention.
This study will be helpful for marketers and policymakers for designing marketing strategies which can enhance the flow of information. Moreover, this study will ensure the importance of information to marketers.
This paper fulfills an identified need to study the impact of consumer information acquisition confidence, social outcome confidence on information search and sharing with mediating role of subjective knowledge.
