A Study on the Information Search Behavior Emphasis on the Self-image and Benefit -

의복 구매시 정보 탐색 활동에 관한 연구 -자아 이미지와 추구 편익을 중심으로-

The purpose of this study was to identify the factors which explain consumer's information search behavior. Data were analyzed by utilizing factor analysis and multiple-regression to investigate the relationship among information sources, benefit, and actual and ideal self- image and demographics. Based on the results, information sources for benefit, actual and ideal self-image were developed. Predictors of information sources, benefits, and self-image were identified. Marketing implication about information sources were discussed. The results were as follows. 1. Actual and ideal self-images and information sources were devised into three factors. And benefits were devised into five factors. 2. Actual self-image has more predicting power than ideal self-image to the benefits which consumer sought. Among five benefits, character pursuit was the best predicted factor according to the self-image. 3. Among three information sources, mass communication was the most effective source which can be explained by the benefit and self-image. Fashion pursuit factor was the most significant factor to the mass communication oriented source.