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A Study on the Level of Consumer Knowledge and Involvement of Apparel Products on Information Processing Type  

Lee Ji-Yeon (Dept. of Clothing and Textiles, Hanyang University)
Park Jae-Ok (Dept. of Clothing and Textiles, Hanyang University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.29, no.8, 2005 , pp. 1125-1135 More about this Journal
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
Consumer knowledge; Involvement; Information processing type;
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