with a professional degree and those with a high school degree or lower, as those with a professional degree placed significantly greater importance on TV advertisements. Respondents with a professional degree also put signif- icantly greater importance on radio advertisements than did those with a college degree or higher. Respondents holding a high school degree or lower placed significantly greater importance on newspaper advertisements than did those with a college degree or higher. Respondents with a college degree or higher placed significantly greater impor- tance on the use of window/store display than did the other two groups. Respondents holding a professional degree and respondents with a college degree or higher placed sig- nificantly greater importance on company catalogues and fashion magazine advertisements than did those with only a high school degree or lower.

4.2. Information search behaviour by household income

The average mean scores for the importance of using inter- nal search information sources revealed that lower income

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100 Y.-K. Seock et al.

Table 2. Information search behaviours by household income.

Internal search

MANOVA-Pillai’s Trace test Univariate F tests:
Already known brand image Already known price of clothing Already known store image Already known fashion information

External search

Human information source MANOVA-Pillai’s Trace test Univariate F tests: Friend/colleague
Family/close acquaintance Salesperson/service provider Street/surrounding person’s clothes Entertainers’ clothes

Non-human information source MANOVA-Pillai’s Trace test Univariate F tests:
Internet advertisement

TV advertisement
Radio advertisement
Fashion magazine advertisement
Newspaper advertisement
Fashion show
Outdoor advertisement, bus advertisement, sign Window/store display
Fashion company’s catalogue

Under 8000 yuan

(N = 106) 3.80b

3.70b 3.70c 3.79

(N = 105) 3.59b

3.43ab 3.09 3.27 2.98

(N = 105) 3.02

3.13 2.56ab 3.18 2.66b 2.98 2.86 3.61 2.90a

8000–20,000 yuan

(N = 100) 3.69b

Above 20,000 yuan F (N = 102)

5.36∗∗∗ 3.29a 7.95∗∗∗

3.23a 9.89∗∗∗ 2.87a 18.16∗∗∗

Notes: Response scale: 1 = not important at all to 5 = very important. Cell means that do not share a letter in their superscripts differ at p < .05 according to Tukey’s test.
∗Significant at p < .05.
∗∗Significant at p < .01.

∗∗∗Significant at p < .001.

groups placed greater importance on internal information sources than those with a household income above 20,000 yuan. A Pillai’s Trace MANOVA test comparing the impor- tance of using internal information sources among the three groups with different levels of household income revealed significance: F (8, 606) = 5.36, p < .001 (Table 2). The univariate F tests and Tukey’s HSD indicated that the importance of using brand image and price was signifi- cantly greater for the respondents with a household income under 20,000 yuan (both those with income under 8000 yuan and those with 8000–20,000 yuan) than for those with income above 20,000 yuan. The importance of store image was significantly different among three groups. The respondents with income under 8000 yuan placed the great- est importance on store image, whereas those with income above 20,000 yuan placed the least importance on it.