earticle

영어

This study was conducted to find the relationship between patterns of involvement and patterns of information processing, and patterns of involvement and degree of consumer information processing under situations with considerating moderator, familiarity. Patterns of involvement in this study mean enduring involvement(EI) and situation involvement(SI), and patterns of consumer information processing mean choice by processing brand(CPB), choice by processing attribute(CPA). Moderator which was used in this study is familiarity, a kind of consumer knowledge. Finding of this study are as follows; 1. This study did not find a significant fact in relationship between patterns of involvement(EI/SI) and patterns of information processing(CPB/CPA). 1. The strongest involvement set with choice by processing attribute(CPA) is the set of enduring high involvement(mean=5.000), and the next is the set of situational high involvement(mean=4.236), and the third is the set of situational low involvement(mean=3.913). The weakest involvement set with choice by processing attribute(CPA) is the set of enduring low involvement. 2. And familiarity, a kind of consumer knowledge, does moderating role between patterns of involvement and degree of choice by processing attribute(CPA). 3. There is a statistically significant difference between information sources and degree of consumer processing by attribute.