• 한국의류학회지
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• 제32권2호
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• pp.247-258
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• 2008

The purposes of this study were to investigate influences of consumer's shopping value, brand alliances and apparel product involvement on purchasing behavior. The subjects of 172 hedonic shopping value and 208 utilitarian shopping value were chosen to participated for data collection. The data was analyzed by factor analysis, cluster analysis, and ANOVA. The main results of study were summarized as follows: 1. When an Internet Private Brand(PB) did not form brand alliance with a National brand(NB), utilitarian shopping value consumers did not differ in preference irrespective of whether product involvement was high or not. However, when the PB formed brand alliance with well-known NB, they showed higher preference for the high involvement apparel product than the low involvement product. 2. When an Internet PB did not form brand alliance with well-known NB, the utilitarian shopping value consumers' word-of-mouth intention did not differ between the high involvement apparel product and low involvement apparel product. 3. It was revealed that when an Internet PB did not form brand alliance, the utilitarian shopping value consumers showed higher intention to purchase than that of the low involvement product.

• 경영과정보연구
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• 제22권
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• pp.85-115
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• 2007

Following is discovered in this study by some. First, attribute(product/non- product) of that truth that get through experiment of this study is WOM deduced result that have statistical meaning in dependent variable which is public trust only in this study. Specially, information by word of mouth type received High positive response more with non-product information by word of mouth attribute than the product attribute in all experiment products that is parted according to involvement. Consumer's response by involvement level of product can affect for site attitude, public trust, and intention to purchase by second. For example, consumer's site attitude has induced the most positive response, and can confirm positive response of High consumer most in that involvement sensitivity product in that participation reason type product and could confirm response that is the most positive in that involvement reason product even if there is for intention to purchase. Result of this study is grasped that have High mean value relatively in site attitude, product attitude, information by word of mouth effect, public trust, brand attitude, purchase intention etc. generally that product involvement and information by word of mouth attribute are interrelation by third. This can change fairly data processing process according to consumer's Involvement Level, behavior deterministic process, consumer's action with attitude formation process, and involvement for products. High occasion than is low incline more efforts in information retrieval and is discreet result such as study finding of produce.

• 한국콘텐츠학회논문지
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• 제20권3호
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• pp.10-17
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• 2020

본 연구는 콘텐츠결론유형(해피엔딩 vs. 논해피엔딩)과 제품관여도(저관여 vs. 고관여) 각각이, 그리고 둘 간의 상호작용이 소비자의 부정적 반응에 미치는 영향 및 차이를 분석하였다. 국내 주요 브랜디드 콘텐츠 제작회사에서 운용하고 있는 유튜브 채널 내 186개의 브랜디드 콘텐츠를 분석한 본 연구의 결과, 브랜디드 콘텐츠는 콘텐츠 메시지와 제품 간의 연계성이 낮아 제품관여도는 소비자 반응에 유의미한 차이를 미치지 않았다. 더불어 논해피엔딩보다 해피엔딩 결론유형을 활용한 브랜디드 콘텐츠가 소비자의 부정적 반응에 더 큰 영향을 미치는 것으로 나타났는데, 이는 소비자의 공감반응에 관련된 연구에서 2000년 이후부터 제기되고 있는 선택적 공감이 본 연구의 결과에도 나타난 것으로 분석된다. 자신의 경험에 기반하여 상황을 선택적으로 공감한다는 선택적 공감은 현대 사회의 바쁜 일상과 사회적·경제적 불평등의 부정적 영향이 만들어 낸 현상이다. 마지막으로 콘텐츠결론유형과 제품관여도의 상호작용은 소비자의 부정적 반응에 유의미한 부(-)의 영향을 미치는 것으로 나타났다. 해피엔딩은 저관여 제품과, 논해피엔딩은 고관여 제품과 결합되었을 때 소비자의 부정적 반응에 미치는 영향이 유의미하게 약화되는 것으로 나타났다.

• 한국멀티미디어학회논문지
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• 제25권8호
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• pp.1156-1166
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• 2022

In this study, we examined voice shopping interaction in which consumers can be involved in the decision-making process. Sixteen kinds of voice shopping interaction were designed with differences in the existence of screen/product involvement/conversation style. Their effects on trust, cognitive load, satisfaction, and continuous intention to use were evaluated through a survey experiment. The main effect of conversation style was significant, and it was found that the more deeply involved users have higher trust. The interaction effect between conversation style and product involvement was also significant. Low involvement product buyers had the most positive user experience from the conversation style that included 'Ask for preference,' while high involvement product buyers had the most positive user experience from the conversation style that included both 'Ask for preference' and 'Question and Answer.' The main effect and interaction effect of the existence of screen was not significant. The results indicate that a positive user experience can be obtained when users are deeply involved in consumer decision-making, especially in purchasing high-involvement products.

• 한국의상디자인학회지
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• 제4권1호
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• pp.19-33
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• 2002

Consumer involvement is one of the most important concepts in target marketing. Marketing managers seeking repeat business and a long term relationship with their consumers must understand the process underlying product evaluation. Therefore, the objective of this study was to find out the relationships between consumer involvement and product performance. Judgement sampling method through survey was utilized to collect the data and the subjects were 614 university students. Factor analysis, reliability test, and regression were used to analyze the data. The research results showed that there were three dimensions of product performance, so called, ‘aesthetic’, ‘utilitarian’, and ‘socio-interactive’. Consumer involvement was positively related to all dimensions of product performance. Understanding of the relationship between consumer involvement and product performance would contribute to build useful marketing strategies.

• 한국인쇄학회지
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• 제30권3호
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• pp.65-75
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• 2012

Appearing gagman on various ads are presently experienced in domestic market both high involvement and low involvement products ads. Therefore, this research attempts to analyze the effectiveness of using gagman ad model in terms of building brand preference and purchasing intention among target audience. Results of this study proposed the basement of practical use when gagman is selected as a ad model in the field. For testing hypotheses attractiveness, reliability, like/dislike as dependent variables and as independent variable purchasing intention were selected. The result of analysis shows that for high involvement product reliability influenced on brand like/dislike and attractiveness of gagman model is effective to enhance purchasing intention. For low involvement product only like/dislike was significant. This can be interpreted gagman ad model is useful for building brand like/dislike and purchasing intention of high involvement product when gagman has reliability and attractiveness respectively, while for low involvement product, like and dislike is the only variable to be considered in choosing gagman ad model.

• 유통과학연구
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• 제17권8호
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• pp.45-56
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• 2019

Purpose - This study aimed at investigating the mediation roles of attitude dimensions in the effects of involvement type on hedonic product purchase intention and moderation role of lay rationalism in the effects of involvement type on attitude dimensions. Research design, data, and Methodology - "Wenjuanxing" was used online to make questionnaire, which was loaded on Wechat and QQ. 125 data were collected online in China. The Process macro model 58 including moderation of the two paths in the causal sequence was used to verify hypotheses. Results and Conclusions - First, cognitive (affective) involvement had positive effect on the utilitarian (hedonic) dimension of consumer attitude and the purchase intention. Second, hedonic dimension of attitude had positive effects on purchase intention, but utilitarian dimension of attitude had not significant positive effects on purchase intention. Third, Lay rationalism did decrease (did not increase) the positive effects of affective (cognitive) involvement on hedonic (utilitarian) dimension of attitude. Therefore Marketing managers should understand the differences between the cognitive involvement and affective involvement, and develop the ways by which they attract consumers to choose their hedonic product. And they should give affective (cognitive) information to the customers with low (high) rationalism consumers when they do marketing for their hedonic product.

• 한국의류학회지
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• 제19권6호
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• pp.887-894
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• 1995

Journal of the Korean Society of Clothing and Textiles Vol. 19, No. 6 (1995) p. 887~894 The purpose of this study were to reveal the relationships among the consumer's advertising involvement toward each related variables (the prior brand attitude, the consumer responses, the advertising attitude, the brand attitude, and the purchase intention). Also it were to identify these variables differences according to mediated roles of product use experiences. The result of this study were as follows: 1. Consumer advertising involvement were composed of five dimentions; the hedonic involvement, social involvement, utilitarian involovement, perceived risk involvement, and comfortable involvement. 2. There were significant relationships among the five dimentions, such as advertising involvement, the prior brand attitude, the advertising attitude, the brand attitude, and the purchase intention, according to the types of advertising appeal. 3. The related variables were significant differences according to the consumer's product use experiences.

• Asia Marketing Journal
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• 제18권3호
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• pp.19-34
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• 2016

Product involvement is an important factor in consumer evaluation of co-branding. However, academic discussions over this factor have largely been neglected. This paper bridges this gap and investigates how product involvement moderates the strength of the reciprocal effect on each brand partner. We validate two theory-driven propositions by using a theoretical modeling approach. Proposition 1 explains that the negative reciprocal effect on partnering brands is stronger in the scenario of higher-involved categories than in lower-involved categories. Proposition 2 argues that the positive reciprocal effect on partnering brands can be more significant in the case of lower-involved categories than in higher-involved categories. To the best of our knowledge, we are the first to explore the influence of product involvement on reciprocal effects in the scenario of a moderately-incongruent co-branding alliance.

• The Journal of Asian Finance, Economics and Business
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• 제5권3호
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• pp.65-72
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• 2018

The purpose of this paper is to understand the influence of country personality dimensions and product involvement on European consumers purchase and visit intentions, considering the Portuguese context. The increasing economic globalisation has resulted in the reducing of trade barriers between nations and the availability of more foreign products and services across borders. Therefore, the place associations of these products and services might be regarded as a potential competitive differentiator in their respective markets. Despite the proliferation of literature devoted to assessing the effects of country-of-origin, the symbolic dimension of a country's image remains understudied. A questionnaire measuring country personality dimensions, product involvement, and consumer's purchase and visit intention was passed on a sample of 335 European consumers. Country personality indeed matters both positively and negatively. Findings show that while assiduousness positively influences consumer's visit intentions, wickedness has a negative influence on consumer's purchase intentions. Findings also reveal that product involvement has a positive significant influence on consumer's purchase and visit intentions. On developing marketing strategies, international marketers and governmental decision-makers should consider product involvement attributes and specific country personality traits to provide the country's products with a competitive edge, as well as to promote the country as a travelling destination.