Level Of Consumer Involvement Research Articles

Consumer Involvement and Impact of Bollywood on purchase of Fashion Apparel

Understanding consumer purchase behaviour is imperative to success in contemporary marketing. When it comes to purchase of fashion apparels, consumer involvement plays an important role. Bollywood fashion is the also an influential factor behind the latest trends. The purpose of this study is to examine the impact of consumer involvement and Bollywood on the purchase of fashion apparels. A conceptual review of consumer involvement and impact of Bollywood on purchase of fashion apparels was done to get insights on the subject and which helped in framing the hypothesis. A questionnaire was designed for tapping product involvement, purchase decision involvement, consumption involvement and celebrity and Bollywood impact. Convenience sample of 200 respondents from Ajmer and Jaipur city was used. Descriptive statistics were assessed to examine the sociological variables including gender, age, etc. SPSS 15 for windows was employed for exploratory factor analysis. Findings indicate that consumers are much thoughtful while purchasing fashion apparels. Respondents who showed a stronger affiliation to movies and celebrity indicated a higher level of consumer involvement and resultant purchase of fashion apparels. However, self assessment also plays an important role.

Intention to enroll and recommend a higher education institution for STEM degrees: a brand valuation approach.

Taking as a framework the brand valuation model proposed by the National Service of Intellectual Rights of Ecuador, the purpose of this study was to evaluate whether the variables that reside in the consumer’s mind, such as brand awareness, associations, and evaluation of choice determinants, are significant in explaining the intention to enroll and recommend a higher education institution. After applying a generalized least squares regression analysis to a sample of 227 potential students of science, technology, engineering, and mathematics (STEM) degrees, it was found that the evaluation of the choice determinants is the only factor that explains the intentions. The high level of consumer involvement with the higher education service could justify this finding.

Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising

PurposeThis study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers.Design/methodology/approachAn experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment.FindingsYoung consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement.Practical implicationsFirst, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks.Originality/valueTo the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.

Reinventing ecolabels in the era of augmented reality: An experimental study on the case of fair-trade coffee

This research is interested in the effect of augmented reality (AR) technology on ecolabels’ effectiveness. Based on a conceptual model, including control variables, the authors tested the effect of augmented and enriched information on evaluating messages around ecolabels and purchase intention for eco-labeled products. A between-subject experiment on fair-trade coffee involving 264 Canadian consumers was conducted. The experimental plan includes five cells: 2 (augmented reality: absence vs. presence) × 2 (information richness: low vs. high) + 1 control group (absence of ecolabel). The results confirm that AR and enriched information significantly increase the perceived quality and credibility of information around ecolabels, as well as purchase intention for eco-labeled products. Moreover, a significant interaction effect between the medium and the level of information detail was noted for purchase intention. This effect is influenced by the perceived novelty and coolness of the packaging, the degree of the perceived complexity of AR, the level of consumer involvement with the product, and income.

The Effect of Consumer Involvement on The Purchasing Decision of Skincare Products in The Somethinc Brand

This study aims to determine the effect of consumer involvement on purchasing decisions of skin care products at the Somethinc brand in Indonesia. Consumer involvement is an unobservable state of motivation, arousal, or interest. It is evoked by a particular stimulus or situation and has driven properties. Its consequences are types of searching, information processing, and decision-making. The subjects in this study were 370 respondents aged 13 to 30 years. Knowing skin care products in the brand Somethinc and using social media to find information related to skin care products. The research method used in this study is a quantitative method using accidental sampling. The method for collecting data using a Likert scale, which is a scale of the purchase decision and consumer involvement in skin care products at the brand Somethinc. The simple regression analysis method is a data analysis method used to test the hypotheses that have been proposed. According to the study, it is evident that the positive effect of 42.4% in purchasing skin care products from Somethinc is directly linked to consumer involvement. The remaining 57.6% is influenced by other factors not examined in the study. This shows that the higher the level of consumer involvement, the more they influence consumers when making purchasing decisions for skin care products at the Somethinc brand. Keywords: Consumer Involvement, Purchase Decision, Somethinc

Development of a consumer involvement strategy for a small university-based musculoskeletal research centre.

To develop a Consumer Involvement Strategy which adheres to best practice recommendations and is feasible to implement in a small musculoskeletal research centre funded solely by external grants. The Strategy development involved five collaborative and iterative stages: (1) conceptualisation and initial consultation; (2) formation of the Consumer Involvement Strategy Action Group; (3) defining the scope and developing the strategy; (4) consultation and refinement; and (5) presentation and implementation. The final three stages were overseen by a Consumer Involvement Strategy Action Group comprising two post-doctoral research fellows, a PhD student representative, and two consumers (people with osteoarthritis), all with experience in consumer involvement activities in research. The final strategy aligns with best practice recommendations and includes five unique levels of consumer involvement that were devised to encompass the wide variety of consumer involvement activities across the research centre. It includes a policy document with five strategic aims, each supported by an implementation plan, and includes a suite of resources for researchers and consumers to support its application. The Consumer Involvement Strategy and its described development may serve as a template for other research teams facing similar resource constraints, both at a national and international level.

Dapatkah Kualitas Produk Menjadi Pertimbangan Dalam Pembelian Smartphone Vivo

The level of consumer involvement in a product purchase can be influenced by the response of a stimulus or stimulus which is generally based on several factors such as product quality. The purpose of writing this study is to describe consumer perceptions of the quality of Vivo products. This research uses quantitative descriptive analysis methods with a sample of 85 people who are students of the management study program of Universitas Potensi Utama. Data collection techniques in this study with questionnaires presented using Likert Scale. The results of this study show that durability is the quality of Vivo products that are considered the weakest. In terms of features, Vivo cameras are also still considered unable to meet the expectations of respondents. In terms of serviceability, Vivo's repair is considered faster and easier than other products. In terms of aesthetics, Vivo's display of both design and color is considered capable of attracting consumers to buy.

Presenting products on websites – the importance of information quality criteria for online shoppers

PurposeOnline shoppers make product purchase decisions based on product information shown on a retailer's website and potentially in comparison to that seen on competitors' websites. Insufficient, poor quality or missing information about a product can lead to reduced retailer sales. Measuring online product information quality (PIQ) is therefore an essential element in helping retailers maximize their potential success. This paper aims (1) to identify directly quantifiable PIQ criteria, (2) to assess the effects of PIQ and (3) to evaluate the moderating effect of product involvement.Design/methodology/approachThe authors conducted a scenario-based experiment within 3,544 do-it-yourself (DIY) online shoppers from the United Kingdom (UK). Within an 8 × 2 × 2 between-subjects design, the authors manipulated the factors PIQ criteria (8), PIQ level (2) and product type (2).FindingsThe findings support that poor PIQ has a negative impact on consumers online shopping outcomes. The authors also found that the effects of PIQ differ between the various criteria, the product category and the level of consumer involvement in the selling process. In the context of product depiction, title readability and product attribute comparability with other retailers' websites a high level of PIQ is required. Moreover, high involvement products need a higher level of PIQ than low involvement products.Originality/valueThis research expands website quality and service failure literature by introducing PIQ criteria and its effects in the context of online retailing. The authors also establish actionable managerial recommendations to assist retailers to embrace and utilize PIQ to better understand their own potential website and thus business improvements.

The implementation effects of different plastic bag ban policies in China: the role of consumers’ involvement

This study selects three cities in China that implement plastic bag ban policies with different levels of consumer involvement to compare the effects of policy implementation. In general, consumer plastic bag usage behaviour becomes more environmentally friendly when plastic bag ban policies became more stringent. High consumer involvement policies induces changes in pro-environmental bag use; however, their plastic-reducing effects are uncertain and compounded. In contrast, low-consumer-involvement policies could reduce plastic waste damage but could not make consumers’ more environmentally conscious with regard to bag usage. Moreover, this study confirms robust bag usage differences across different groups of consumers. These findings provide valuable insights into the patterns of influence of different types of plastic bag bans. Based on these insights, plastic crisis managers can create more effective and targeted policies to combat the growing plastic crisis.

Measuring Consumer Involvement and Product Attributes on Beef Consumer Segmentation

Involvement is crucial in explaining emerging consumer behavior, such as purchasing and consumption decisions. Consumer involvement and purchase decisions are influenced by product attributes, resulting in differences in segmentation. Therefore, this study aims to examine consumer involvement in various beef segmentation categories and their product attributes. This would enable the profiling of consumer segmentation based on their level and type of involvement. The data were collected through an unrestricted self-selected survey run among 303 consumer and 4 consumer segments were identified. Furthermore, the One-way ANOVA F-tests with post-hoc Tukey multiple comparison test of mean scores and Pearson's chi-squared were used to achieve the second objective. The results showed concerned-consumer and cautious-consumer segment place emphasis on the economic value of the product when making purchasing decisions. In contrast, there was no distinction between functional and symbolic values of involvement in each consumer segment. This indicates that concerned-consumer, cautious-consumer, indifferent-consumer and straightforward-consumer segment perceive the advantages of purchasing beef. Furthermore, the concerned-consumer segment scored high on all product attributes. This study found that consumer with high involvement may consider a variety of factors before purchasing a product. Nevertheless, a low level of consumer involvement has less information to be apprehensive about, and improved consumer service can assist the cautious-consumer and concerned-consumer segment by simplifying the various information considered. Also, the identification of consumer segment based on balancing their attitudes towards meat consumption is of fundamental importance for the development of strategies in the red meat sector. The formulation of the market orientation has implications for product differentiation and marketing communication strategies.

The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement

In this empirical study, based on stimulus–organism–response (SOR) theory and involvement theory, we investigate the intrinsic mechanisms by which the traits of network anchors influence the shopping intentions of live streaming audiences. We also explore the mediating effect of value perception and the moderating effect of consumer involvement on purchase tendency. The results demonstrate that anchors who take the initiative to be purveyors of information can improve the value perception of products in a live streaming context. By virtue of their professionalism and interactivity, they can significantly influence the shopping intention of the live streaming audience. Value perception plays a significant mediating role between anchor traits and shopping intention, while consumer involvement plays an important negative moderating role. Accordingly, e-commerce companies should dialectically select suitable anchors to improve different types of perceived value in live streaming audiences, according to different levels of consumer involvement, in order to ultimately improve the shopping intention of such audiences.

The Effect of Quality Certification Perception on Purchase Intention According to Consumer Involvement

코로나19 이후 안전 및 보건 등의 생명과 직결되는 특수한 상황은 소비자의 품질인증마크에 대한 관심을 더욱증가시켰다. 마스크 선택시, KF(Korea Filter) 품질인증마크는 기능 및 성능 등 품질 보증의 역할과 동시에 제품의 정보를 제공하며, 소비자들은 이러한 품질인증마크를 통해 필요 제품을 구분하여 구매를 하는 성향이 나타난다. 이에 본 연구에서는 소비자들의 관여도에 따라 품질인증마크에 대해 인지하는 정보는 다를 것이며, 인식이높을수록 품질인증마크의 효과는 향상될 수 있으며 결과적으로 소비자의 구매행동을 유발할 수 있다는 가정하에실증연구를 진행하였다. 선행연구를 기반으로 품질인증마크의 인지도와 함께 이와 관련된 기능적 이미지, 가격이태도 및 구매의도에 미치는 영향을 살펴보았다. 설문조사를 통해 총 194부의 응답을 분석하였으며, 연구 결과, 인증 인지도는 구매의도에 직접적 영향을 미치지만, 태도의 매개효과는 유의하지 않은 것으로 나타났다. 관여도에 있어 저관여 소비자는 인증에 따른 기능적 이미지와 가격에 있어 관여도에 따라 영향이 다름을 살펴보았다. 본 연구에서의 결과를 통해, 선행연구와의 차별성과 함께 품질인증마크의 이론적 및 실무적 시사점을 제공하며한계점과 함께 향후 연구 방안을 제안하였다.Since COVID-19, special situations that are directly related to life, such as safety and health, have further increased interest in the quality certification mark when consumers select masks. The KF (Korea Filter) quality certification mark plays a role of quality assurance such as function and performance and provides product information, and consumers tend to purchase necessary products separately through these quality certification marks. Therefore, in this study, we hypothesized that the information perceived about the quality certification mark would differ depending on the level of consumer involvement, and that the higher the level of awareness, the more effective the quality certification mark would be, and as a result, the more likely it would be to induce consumer purchasing behavior. Conduct empirical research under proceeded. Based on previous studies, we investigated the effects of the recognition of the quality certification mark, the related functional image, the price on attitudes and purchase intentions. A total of 194 responses were analyzed through the questionnaire survey, and the research results showed that recognition of authentication directly affected purchase intention, but the mediation effect of attitude was not significant. In the degree of involvement, lowinvolvement consumers have different influences on the functional image and price by authentication depending on the degree of involvement. Based on the results of this research, we provided theoretical and practical suggestions for quality certification marks as well as differences from previous research, and proposed future research plans as well as limitations.

Significance of AI technology on consumer engagement

The initial goal of this line of inquiry is to get an understanding of the impact that digital technologies, including artificial intelligence (AI), have had on the level of consumer involvement that has led to rising levels of online activities and sales. This shift is more obvious when the character is engaging in activities inside the virtual environment. As a result, the second purpose of this study is to investigate whether or not having a positive experience when shopping online influences a person's decision to make a subsequent purchase. Theoretical models that further expand the theoretical discussion in consumer research may be examined using primary data gathered from consumers using primary data collected from consumers. It is possible to do research on the connection that exists between providing a pleasant user experience and encouraging repeat business. This research is unique in that it will assist to test a few important connections related to consumer engagement and analyses the underlying mechanism that leads to a rise in online sales. Another aspect that makes this study special is that it explores the underlying mechanism.

Significance of AI technology on consumer engagement

The initial goal of this line of inquiry is to get an understanding of the impact that digital technologies, including artificial intelligence (AI), have had on the level of consumer involvement that has led to rising levels of online activities and sales. This shift is more obvious when the character is engaging in activities inside the virtual environment. As a result, the second purpose of this study is to investigate whether or not having a positive experience when shopping online influences a person's decision to make a subsequent purchase. Theoretical models that further expand the theoretical discussion in consumer research may be examined using primary data gathered from consumers using primary data collected from consumers. It is possible to do research on the connection that exists between providing a pleasant user experience and encouraging repeat business. This research is unique in that it will assist to test a few important connections related to consumer engagement and analyses the underlying mechanism that leads to a rise in online sales. Another aspect that makes this study special is that it explores the underlying mechanism.

Data modalities, consumer attributes and recommendation performance in the fashion industry

This paper investigates determinants of recommendation systems’ performance in an online experiment in a large European Internet footwear store. By combining transactional data and archival customer records, a unique database was compiled from which proxy variables were extracted to represent dimensions of consumer loyalty and shopping involvement. These variables were combined in regression analysis with technical characteristics of two types of algorithms employed for generating recommendations: the EMDE algorithm, relying on the LSH method, and the industry-standard CF-RS. Statistical analysis reveals that recommendations are more successful when visual data modality is combined with behavioural data. Better recommendation performance was found to be associated with lower levels of consumer involvement in shopping, as well as higher levels of trust and engagement with the vendor. Experience with the vendor showed a negative correlation with recommendation performance through both its main effect and by its interactions with other consumer-related variables.

Southeast Brazilian Consumers’ Involvement and Willingness to Pay for Quality Cues in Fresh and Cooked Beef

ABSTRACT This study evaluates consumer Willingness-to-Pay (WTP) according to preferences for quality-cue attributes offered in two different purchase modes: fresh and cooked meat. The questionnaire was applied and answered by 534 Brazilian meat consumers. Three clusters were defined: Group 1- price conscious consumers; Group 2- quality cues conscious consumers; and Group 3- consumers who were neither price nor quality cues conscious. Different levels of consumer involvement are related to different levels of a purchase intention regarding breed and flavor. Using a logit regression model, the probabilities regarding individual choice and WTP were then calculated. Results indicate significant differences (p < .01) between attributes and for both fresh and cooked beef. For fresh meat, the most important quality cue was its bright red color and the least important its marbling. Interestingly, the lowest product price level does not appear to motivate purchase intention. For cooked beef purchase, consumers highly valued tender meat with flavor and aroma. When a consumer evaluates the purchase of fresh meat, WTP starts at a low level, and then increases with the introduction of positive quality-cue attributes. The opposite is true for cooked meat, where WTP starts at a high level and then decreases as negative quality cues are introduced.

The evolution of food safety risk communication: Models and trends in the past and the future

Management of risks and uncertainty played an important role in the rise of human cultures from the beginning. Long journey has been taken from deciphering spiritual signs to the usage of artificial intelligence. Communication about risks also went through an evolutionary path and became highly specialised. During previous decades, food safety risk communication developed to be a distinguishable and well-grounded profession. Based on literature of the last 40 years, the evolution of food safety risk communication is presented from the perspectives of consumer involvement, methodological approach, and challenges. Expected future trends are also unfolded during the analysis. The paper identifies 5 + 1 stages in the evolution of food safety risk communication: Pre-risk communication era, Deficit model, Dialogue model, Partnership model, and Behavioural insight model. Expected future trends are summarised as a 6th stage, called Controlled risk environment model. The models are separated by level of consumer involvement and methodological approach. Consumer science played a crucial role in the evolutionary procedure. Despite the observed advancement between the stages, the application of each communication model might have justification under certain circumstances. In practice, the different stages have no clear boundaries, and the models can overlap. An organisation can even move on to the next phase by skipping a previous evolutionary step.

EWOM, destination preference and consumer involvement – a stimulus-organism-response (SOR) lens

eWOM, preferencia de destino y participación del consumidor: una lente de estímulo-organismo-respuesta (SOR)ResumenPropósitoel presente estudio examina el impacto de la mediación moderada de la participación del consumidor y la preferencia de destino en las intenciones de viaje. Estímulo-Organismo-Respuesta (SOR) y Modelo de probabilidad de elaboración (ELM) guiaron el marco conceptual de este estudio.Diseño/metodología/enfoquelas directrices de Churchill (1979) instrumentalizan el desarrollo científico y la validación de escalas de medición para la recopilación de datos. Usamos análisis multivariados de orden superior como el modelado de ecuaciones estructurales (SEM) y el modelo de proceso de Hayes para evaluar las hipótesis. El estudio utiliza el método de Bauer et al. (2006) para evaluar los efectos indirectos condicionales de eWOM sobre la intención de viaje a través de la preferencia de destino en diferentes niveles de participación del consumidor.Hallazgoslos modelos SOR y ELM explicaron con éxito el efecto de mediación moderada de eWOM, la participación del consumidor y la preferencia de destino para influir en las intenciones de viaje. Los resultados amplían la aplicabilidad de SOR y ELM en el marketing turístico. Los resultados indican que la participación de los consumidores moderó la influencia directa e indirecta de eWOM en la intención de viaje a través de la preferencia de destino, de modo que la influencia de eWOM en la configuración de la intención de viaje es más fuerte para los consumidores altamente involucrados.Implicaciones teóricas/practicesel presente estudio amplía la aplicabilidad de los modelos integrados de SOR y ELM para explicar la red de mediación moderada entre eWOM y las intenciones de viaje. Los resultados del estudio ofrecen nuevas vías a los comercializadores del turismo para el efecto magnificado de eWOM para promover el turismo. Los especialistas en marketing de turismo pueden utilizar el recorrido del cliente para crear preferencias de destino a través del intercambio de información orgánica con posibles viajeros. Los futuros investigadores y profesionales pueden construir modelos prescriptivos y predictivos basados en el nivel alterado de participación del consumidor.Originalidad/valorel presente estudio es pionero en examinar el efecto interactivo de la red de mediación moderada de la participación del consumidor y la preferencia de destino en la configuración de la intención de viaje. Basado en el modelo SOR y ELM, el presente estudio es un pionero en ofrecer el modelo integrado de mediación moderada entre eWOM, preferencia de destino, participación del consumidor e intención de viaje.

Edukasi Kesehatan Kulit Perempuan Indonesia melalui Media Sosial pada Akun Instagram @hi.flawless

Content marketing has become an essential part of any social media marketing strategy. However, the effectiveness of a content marketing strategy through social media will be determined by its alignment with the prevailing communication model. This study aims to analyze the communication model that takes place in the marketing of educational content regarding the health of Indonesian women's skin on Instagram @ hi.flawless and determine the effectiveness of the content marketing based on the communication model that occurs. This study uses a qualitative approach with a netnographic method. Data collection methods are through observation and interviews, while data analysis techniques use data reduction, data presentation, and drawing conclusions analysis methods. This research shows that the communication model that occurs is Schramm's interactional communication model which can then be further developed into a multistep non-linear communication model and advanced web communication. The use of Indonesian women's skin health education as content for marketing on Instagram @ hi.flawless is known to be in line with the prevailing and effective communication model to be implemented, seen from the relatively high level of consumer involvement and the increase in sales that have occurred.&#x0D; Keywords: communication model, content marketing, education, social media

Modeling Advertising Practices for Product Involvement and Consumer Impulsivity in Branded Apparel: A Case Study of Indian Consumers

The exponential growth of advertising in enhancing consumer impulsivity has drawn the interest of many researchers to explore the various dimensions of advertising and its effective modeling. The branded apparel product market has grown significantly, a large number of competitors have entered into the market with variant quality, and there are a number of attractive advertising practices. The main aim of this study was to analyze the advertising practices and their relationship with consumer product involvement and the impulsive buying behavior of consumers in branded apparel in India. In a survey of 445 Indian customers, the study indicated that advertising practices significantly affect consumer involvement in branded apparel products and enhance their impulsivity toward products. The study also indicated that the level of consumer involvement in the branded apparel product significantly mediates the relationship between advertising practices and consumer impulsive buying behavior. Effective advertising practices will help companies to enhance consumer involvement that will enable branded apparel companies in enhancing consumer impulsiveness toward products. Some of the managerial implications, limitations, and scope of future research are also presented in the study.