Abstract
Evaluation on jean products were varied although they were the identical jeans. Therefore, we could confirm the bias by price. brand, and store when consumer evaluating jean products. The various consumer characteristics also provided effects evaluation on jean products. An evaluation on jean products is very subjective and the degrees depending on these three cues could be varied by consumer's characteristics. For empirical study, experiments by the subjects among students of ewha womans university were done by using jeans as stimulus. Data was collected by a questionnaire made up by a researcher based on the theoretical and pretest. Data was analyzed by ANOVA, factor analysis, grouping analysis, F-test, and etc. 571 data were analysed out of the 600 data. Cues such as price, brand, and store affected significantly the evaluation of jeans. The most important cue of all three was store, then price, and then brand. These three cues affected the evaluation of jean products separately and together. The result of the study was that the consumers characteristics mediated the effects of extrinsic cues like price, brand, and store on jean products evaluation. Consumer's characteristics like prior knowledge and shopping orientation mediated the effects of price, and store cue on jean products evaluation.
