The moderating effect of information channel on the relationship between type of information search and knowledge of...

This study explores how the type of information search and information channel can influence the objective knowledge of consumers on genetically modified organisms. We divided the types of information search on genetically modified organisms into active and passive seekers, and then examined how their knowledge differed depending on preferred the information channel (i.e., government, portals, non-government organization (NGO) sites). An online survey was conducted with Korean men and women aged 19 or older. The main and interaction effects of the type of information search, and government, portal, and NGO sites were statistically significant. The results showed that active information seekers who prefer government, portal, and NGO sites have lower scores of knowledge on genetically modified organisms than that of passive information seekers, given the confusion of competing and sometimes inaccurate information sources.