This study was to identify dimensions of subjective knowledge and to test the structural model of the effect of subjective knowledge on information search and evaluation rules for apparel products. A questionnaire was administered to 668 females living in Seoul, Taejon, and Cheong ju, and the data were analysed by using LISREL8. The results of this study were as follows: First, consumers` subjective knowledge regarding apparel products consisted of five factors; Style know ledge, Fashion Knowledge, Store Knowledge, Fabric/Management Knowledge, and Brand knowledge. Those factors were influenced by the experience related with apparel products. Second, the subjective knowledge influenced information searches. That is, internal search was significantly influenced by fashion knowledge and store knowledge, while external search was significantly influenced by fashion knowledge and fabric/management knowledge. Third, the subjective knowledge had indirect effects on evaluation rules via search activities (e.g.,internal and external), suggesting that the internal search was mediated in relationship between subjective knowledge and compensatory rule, while the external search was mediated in the relationship between subjective knowledge and non compensatory rule. Therefore, this study implies that subjective knowledge plays an important role to explain consumers` decision making processes such as information search and evaluation.