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The Effect of Consumer Knowledge and Involvement of Apparel Products on Information Processing Style  

Lee Ji-Yeon (Dept. of Clothing & Textiles, Hanyang University)
Park Jae-Ok (Dept. of Clothing & Textiles, Hanyang University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.29, no.9_10, 2005 , pp. 1329-1339 More about this Journal
Abstract
The purpose of this study was to investigate the effect of consumer knowledge and involvement of apparel products on information processing style. 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. The data were obtained from 603 questionnaires. Data were statistically analyzed using SPSS 10 and LISREL 7.0. Major statistical methods were factor analysis, Cronbach's a coefficient, multiple regression analysis, and structural equation model analysis. The results were as follows: 1. Consumer knowledge significantly influenced information processing styles. Rational processing style was significantly influenced by objective knowledge, while experiential processing style was significantly influenced by subjective knowledge. 2. Involvement was related to the subjective knowledge more than objective knowledge. Consumers who had higher interest, social importance and followed latest fashion trends tended to process information more experientially.
Keywords
Consumer knowledge; Involvement; Information processing style; Rational processing style; Experiential processing style;
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