Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on the Level of Consumer Knowledge and Involvement of Apparel Products on Information Processing Type

의류상품에 대한 소비자 지식수준과 관여도에 따른 정보처리유형에 관한 연구

  • Lee Ji-Yeon (Dept. of Clothing and Textiles, Hanyang University) ;
  • Park Jae-Ok (Dept. of Clothing and Textiles, Hanyang University)
  • Published : 2005.08.01
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Abstract

The purpose of this study were to clarify differences in information processing type in relation to the consumer knowledge and involvement of apparel and to clarify differences in demographic characteristics in relation to the information processing type of consumer. The subjects of this study were female adults who lived in Seoul, Kyunggi or Incheon areas and Quota sampling using age and residential areas was employed. Major statistical methods were Chi square test and discriminant analysis. The results were as follows: 1. Consumer knowledge was found to be significantly related to the classification of information processing type. Low knowledge group tended to process infarmation rationally but high knowledge group utilized both rational and experiential process. 2. Consumer involvement was found to be significantly related to the classification of information processing type. Low involvement group tended to process information passively. High involvement group utilized both rational and experiential process 3. Information processing type was related to consumer's demographic characteristics such as age, education level, marriage, and purchase expense of apparel

Keywords

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