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논문 기본 정보

자료유형
학술저널
저자정보
김은영 (충남대학교 생활과학대학 의류학과) 이영선 (충남대학교 생활과학대학 의류학과)
저널정보
한국의류학회 한국의류학회지 한국의류학회지 제26권 제9호
발행연도
2002.1
수록면
1,378 - 1,389 (12page)

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This study was to identify dimensions of subjective knowledge and to test the structural model of the effect of subjective knowledge on information search and evaluation rules for apparel products. A questionnaire was administered to 668 females living in Seoul, Taejon, and Cheongju, and the data were analysed by using LISREL 8. The results of this study were as follows: First, consumers' subjective knowledge regarding apparel products consisted of five factors; Style knowledge, Fashion Knowledge, Store Knowledge, Fabric/Management Knowledge, and Brand knowledge. Those factors were influenced by the experience related with apparel products. Second, the subjective knowledge influenced information searches. That is, internal search was significantly influenced by fashion knowledge and store knowledge, while external search was significantly influenced by fashion knowledge and fabric/management knowledge. Third, the subjective knowledge had indirect effects on evaluation rules via search activities (e.g., internal and external), suggesting that the internal search was mediated in relationship between subjective knowledge and compensatory rule, while the urtemal search was mediated in the relationship between subjective knowledge and noncompensatory rule. Therefore, this study implies that subjective knowledge plays an important role to explain consumers' decision making processes such as information search and evaluation.

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