Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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Consumer Confusion on the Information Channel and Information Contents of Multichannel Environment

멀티채널환경에서의 정보채널과 정보내용에 관한 소비자 혼란

  • Nam, Eugene (Dept. of Consumer and Housing Studies, The Catholic University of Korea) ;
  • Kim, Kyungja (Dept. of Consumer and Housing Studies, The Catholic University of Korea)
  • 남유진 (가톨릭대학교 생활과학부 소비자주거학과 소비자학전공) ;
  • 김경자 (가톨릭대학교 생활과학부 소비자주거학과 소비자학전공)
  • Received : 2013.03.21
  • Accepted : 2013.04.25
  • Published : 2013.06.30
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Abstract

The purpose of this study was to investigate on what kinds of consumer confusion exist and how much confusion consumers experience during their information search process. In-depth interviews and a questionnaire survey with college students were conducted to figure out the type and the level of consumer confusion. Results showed that college students were somewhat confused when they chose information channel and when they understood and used the chosen information. It was found that confusion was due to partly because of too many information and partly because of the lack of consumer searching skill.

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