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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Consumer Knowledge and Involvement of Apparel Products on Information Processing Style

의류 상품에 대한 소비자 지식과 관여가 정보처리양식에 미치는 영향

  • Lee Ji-Yeon (Dept. of Clothing & Textiles, Hanyang University) ;
  • Park Jae-Ok (Dept. of Clothing & Textiles, Hanyang University)
  • Published : 2005.09.01
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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

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