Investigation of Relationship between Psychological Involvement and Purchasing Behavior on High-technology Products - Using MP3 Player as an Example
| Autor: | Hsiao-Wen Lee, 李筱雯 |
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| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 High-technology products keep being innovated, while individual purchasing behaviors are different. The involvement theory reasonably explains why consumers do not always undertake a complex decision process requiring substantial amounts of time and energy while making a consumption decision. The study applied involvement to a high-technology product—MP3 player, combining and revising the involvement scales developed by Zaichkowsky(1985), Laurent and Kapferer(1985) and Mittal(1989) to measure consumers’ involvement. In addition, relevance between purchasing behaviors and purchasing types was examined, and consumers of various purchasing types based on involvement were profiled. The survey was conducted by Internet. After collecting the raw data, Factor Analysis was used to extract the constructs of involvement, and Cluster Analysis was conducted to sort the consumers into five types. They are Information Surfers, Comparison Shoppers, Fashion Chasers, Indifference Shoppers and Impulse Buyers. Different purchasing types represent different involvement levels. Then, Chi-Square Analysis was applied to examine the differences both in the purchasing behaviors and in the individual characteristics among consumers of various purchasing types. The empirical studies indicated that there are significant differences in age and education among consumers of various purchasing types, while there is no significant difference in purchasing behaviors. According to the results, MP3 player consumers could be segmented in terms of their involvement. Finally, the marketing implications of involvement theory were discussed and some valuable strategies were suggested for promoting MP3 players. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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