• The Journal of the Korea Contents Association
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• v.17 no.4
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• pp.275-284
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• 2017

Modularity has merits in modifiability of product structure management and product arrangement. This feature helps consumer to expand the selection of products and to get customized products. Also consumers are drive satisfaction and reduce a post-purchase dissonance from role in a 'prosumer'. But expanding product's alternative would cause the overload confusion by rising complexity of information handling. Purpose of the study is to verify how interaction about option size and personal disposition are effected consumer's overload confusion. For this purpose we deducted 3 personal dispositions 'Regulatory focus', 'Product familiarity', 'Self-efficacy' that presented lead to potential effect of personal information handling by previous research. By statistical inquiry prevent focus group had perceived more overload confusion than promotion focus group in an expanding option size circumstances. And low Product familiarity and Self-efficacy group had perceived more overload confusion than high Product familiarity and Self-efficacy group in a expanding option size circumstances.