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The Moderating Effect of Product Involvement on the Online Consumer's Purchasing Behavior  

Kim, Jong-Uk (성균관대학교 경영학부)
Park, Sang-Cheol (성균관대학교 대학원)
Lee, Won-Jun (성균관대학교 경영학부)
Publication Information
Korean Management Science Review / v.22, no.2, 2005 , pp. 51-76 More about this Journal
Abstract
The purpose of this study is to investigate the influence of four influencing variables (brand diversity. product information, entertainment, and trust) on purchase Intention and to .examine whether this relationship varies according to the buyer's perceived level of Product involvement. Analysis of 264 responses using the hierarchical regression indicated that all four independent variables were found positively influencing purchase intention. Furthermore, the effects of brand diversity, product information, and trust on purchase intention were revealed to be moderated by perceived product involvement. However, the moderating effect of product involvement on the relationship between entertainment and purchase intention was not statistically significant. Discussions for research findings and managerial implications are discussed.
Keywords
Product Involvement; Brand Diversity; Product Information; Entertainment; Trust; Purchase Intention;
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