The major purpose of this study was to find the influencing factors in explaining search patterns of product attributes in formation and to find if significant differences exist in search outcomes by search patterns. The data for this study were collected in a survey and the final sample consisted of 327 respondents purchased refrigerator 340 purchased bed. The important findings of this study are as follows: First the variables related to search cost-benefit play an important role in identifying search patterns for each of product attributers. The findings of this study provide some implications regarding consumer education programs and consumer information providing policies.