In this research, consumer knowledge is conceptualised by two variables: Category Expertise Belief and Category Association Belief, and product characteristics are measured by Product Sign Value and Product Pleasure Value.

• 在此研究中,消费者知识由产品类别技能知识和产品类别联想知识两个变量定义,产品特征则通过产品象征性价值和产品愉悦性价值来度量。