This article presents empirical research findings on the Information Search Behavior of Classical Music Consumers. A representative samples were taken of 3 different performing types of classical music - orchestra, ensemble, and solo. Chi-square test, ANOVA, t-test, and correlation analyses were applied in an attempt to identify distinct characteristic and information search behavior of classical music consumers respectively in performing types. Also, relative impact of information sources and information contents to classic music consumers are investigated in detail.
Each consumer of three performing types was found to have distinctly different characteristic in demographic and psychographic variables. Despite we could not guarantee the representive of each performance to performance type, the difference among types gave us some findings that classical consumers are heterogeneous according to player or performance place.
The relationship between demographic, psychographic variables and information search amounts showed interesting results. Contrary to our expections, it was hard to see obvious evidences or directions across whole performance types of classical music.
In the analysis of relative impact of information sources on consumers' decision making, commercial source hold the first position among all sources which is different result from those of previous literature. But in case that there were little expenditure on commercial advertisement, personel source ranked highest. Player was found to be the most important information content.
