earticle

영어

Consumer want to buy products which they want to buy under certain informations about the products, because, in many cases of buying products under uncertain informations, they feel postpurchase dissonance and/or dissatisfaction. so consumers search internal and/or external information. The purpose of this study is to find the relationship between patterns of involvement and consumer information processing under situations with considerating several moderators. Patterns of involvement in this study mean enduring involvement and situational involvement, and patterns of consumer information processing mean choice by processing brand(CPB), choice by processing attribute(CPA). Several moderators which was used in this study are consumer knowledge such as familiarity and subjective expertise, and variety-seeking behavior. Findings of this study are as follows ; The strongest involvement set with processing by brand is the set of situational low involvement(mean=4.88), and the next is the set of enduring low involvement(mean=4.42), and the third is the set of situational high involvement(mean=4.12). The weakest involvement set with processing by brand is the set of enduring high involvement.