Low Involvement Group Research Articles

Consumer Segmentation and Decision: Explainable Machine Learning Insights

ABSTRACT The e-commerce market is experiencing a period of rapid growth, with online shopping becoming a prevalent consumer behavior. However, the challenge of identifying and segmenting high-value customer groups, and subsequently enhancing the conversion rate of purchases made on the shop’s platform, has remained a significant obstacle for merchants engaged in e-commerce. This study presents a novel approach that combines consumer involvement theory, quality signaling theory and consumer heterogeneity theory to develop a multi-algorithmic, interpretable machine learning model based on shapely additive explanations (SHAP). The results revealed the existence of four distinct consumer groups: the comprehensively involved, interactive, reading-oriented, and low-involvement groups. Comprehensively involved and interactive consumers have the highest purchase conversion rate and should be given priority attention. This study addresses the limitations of single theoretical perspective and “black box” problem of machine learning models for decision-making behavior, and can bring management insights for merchants to improve shop operation.

Assessing the Impact of Different Levels of Parental Involvement in the NICU on Neonatal Outcomes and Parental Mental Health

ABSTRACT Background: Parental involvement in the neonatal intensive care unit (NICU) has been recognized as crucial for neonatal outcomes and parental mental health. Materials and Methods: A retrospective cohort study was conducted, involving 300 neonates admitted to the NICU over 1 year. Parental involvement was categorized into three levels: high, moderate, and low, based on the frequency and intensity of parental participation in neonatal care. Neonatal outcomes including the length of hospital stay, incidence of complications, and parental mental health outcomes measured through standardized scales were compared among the three groups. Results: Neonates with high parental involvement had a significantly shorter length of hospital stay (mean difference = 5 days, P < 0.001) compared to those with moderate or low involvement. Complication rates were also lower in the high involvement group (20%) compared to moderate (35%) and low (45%) involvement groups. Parental mental health scores were the highest in the high involvement group (mean score = 75), followed by moderate (mean score = 60) and low (mean score = 45) involvement groups. Conclusion: Higher levels of parental involvement in the NICU are associated with improved neonatal outcomes and better parental mental health.

HMR 선택속성이 구매수요와 선택수요에 미치는 영향

Purpose - In this study, the main purpose is to elucidate the factors determining the demand for HMR by confirming the purchase demand and selection demand according to the dietary lifestyle and HMR selection attribute factors considered by consumers in the process of selecting HMR. Design/Methodology/Approach - In order to achieve the above research objectives, the following methods were presented. First, using the truncated Poisson model (TNB), determinants of purchase demand were estimated through selection attribute factors, consumption value factors, demographic characteristics, and HMR usage patterns. Findings - As a result of estimating purchase demand determinants according to HMR involvement, it was found that safety, convenience, product quality, product promotion, and price rationality had a positive (+) effect in the high-involvement group, and convenience in the low-involvement group. Product quality, product promotion, and price rationality have a positive (+) effect, and it was confirmed that there was a difference between the groups involved based on the verification results through the LR-test. Research Implications - In HMR, demand determinants may vary depending on various circumstances such as purchase purpose or individual characteristics, so it will be possible to cope with customer demand through selection attribute factors considered by consumers.

Parental involvement affects parent-adolescents brain-to-brain synchrony when experiencing different emotions together: An EEG-based hyperscanning study

Parental involvement (PI) is a broad and multifaceted construct, which refers to the parental demonstration of interest in their child, caring, and warmth (Davis et al., 2021). Parental involvement affects parent-adolescent’s relationship and communication. However, there was little research to examine the underlying neural mechanism. The present study aimed to explore how parental involvement is associated with the brain-to-brain synchronous activation between parent-adolescent dyads when sharing emotional experience together by using the electroencephalograph (EEG) hyperscanning. EEG was recorded simultaneously in a sample of 26 parent-adolescent dyads (Mparents’age=43.312, SD=5.468; Madolescents’ age=12.077, SD=1.412) when completing the picture processing task. Phase locking values (PLVs) in beta band and gamma band were used to compare the differences in the parent-adolescent dyads’ induced brain-to-brain synchrony between the high parental involvement group (HPI) and the low parental involvement group (LPI). Results showed that greater beta brain-to-brain synchrony was observed in the HPIs than in the LPIs when experiencing positive emotions together in the central region. However, there was no significant difference between the HPIs and the LPIs in the negative and neutral condition. Moreover, greater gamma brain-to-brain synchrony was observed when viewing negative emotional stimuli together than viewing positive emotional stimuli together in the LPIs in the central region. However, there was no significant difference between different emotional conditions in the HPIs. Findings of the present study provide neuroscientific evidence that parental involvement may strengthen parent-adolescent’s emotional interaction and communication.

From internal to external information search: the role of information accessibility, information diagnosticity, and involvement

PurposeConsumers are assumed to engage in external information search only after exhausting their internal information sources. Guided by the accessibility/diagnosticity and ease-of-retrieval frameworks, and the elaboration likelihood model, the current study investigates this phenomenon.Design/methodology/approachTo test the relationships between internal information accessibility/diagnosticity and the importance of external search, and the moderating role of involvement in these relationships, 308 responses were collected on Amazon MTurk. Then, structural equation modeling was employed to analyze the data.FindingsThe analyses showed that while accessibility and diagnosticity of internal information have an impact on external information search, involvement with the product class has a consequential moderating effect on these relationships. In particular, in the low-involvement group, only the diagnosticity of internal information had a negative effect on external information search. On the contrary, in the high-involvement group, only accessibility of internal information had a negative effect.Research limitations/implicationsThese findings highlight the possibility of drawing erroneous conclusions resulting from not incorporating involvement, in conjunction with information accessibility and diagnosticity, in the study of the consumer external information search behavior.Practical implicationsThe findings also imply that if practitioners aim to prime consumers to engage in external information search, they need to take into account that the effects of internal information's accessibility and diagnosticity on consumers' external search behavior may be different depending on their levels of involvement.Originality/valueThis study's results showed that without considering the moderating effect of involvement, spurious conclusions may be made about the relationships between accessibility and diagnosticity of internal and external information importance. This finding may explain the discrepancy between the accessibility/diagnosticity and ease-of-retrieval frameworks, thus enriching the literature.

대형육류한식당 관계마케팅의 수요 결정요인 분석연구: 외식관여도를 중심으로

The purpose of this study is to identify the factors that consumers consider important when choosing and visiting large scale Korean BBQ in Seoul and the metropolitan area, in order to activate offline restaurants that primarily conduct face-to-face business after the COVID-19 pandemic. The study analyzed the relationship marketing factors and visit demand determinants between high/low involvement groups according to dinning involvement, using truncated Poisson(TP) and truncated negative binomial(TNB) models in LIMDEP 8.0. The study found that the pricing policy factor among the relationship marketing factors for maintaining continuous relationships with customers had a positive effect on the number of visits to large scale Korean BBQ at a significance level of 1%. In addition, it was found that income had a positive effect on the number of visits for the high involvement group, while for the low involvement group, being male, married and younger had a positive effect on the number of visits.

베이커리 선택속성이 구매의도 및 충성도에 미치는 영향에 관한 연구: 건강관여도의 조절효과를 중심으로

The purpose of this study is to verify the effect relationship of bakery selection attributes on purchase intention and loyalty, and to examine the moderating effect of health involvement. hypothesis 1, the promotion attribute, taste quality attribute, and environmental attribute of the selection attribute have a significant positive (+) effect on purchase intention. hypothesis 2, the promotion attribute, the taste quality attribute, and the environmental attribute of the selection attribute have a significant positive (+) effect on the loyalty. hypothesis 3 was found to have a significant positive (+) effect on loyalty. As a result of examining the moderating effect of health involvement on the relationship between bakery selection attribute and purchase intention under hypothesis 4, it was found that taste, quality attribute, and service attribute made purchase intention stronger. As a result of verifying the moderating effect of health involvement on the influence of bakery selection attributes and loyalty in Hypothesis 5, service attributes and environmental attributes in the low health involvement group were important variables in securing loyal customers.

Winning and losing in online gambling: Effects on within-session chasing.

The tendency to continue or intensify gambling after losing (loss-chasing) is widely regarded as a defining feature of gambling disorder. However, loss-chasing in real gambling contexts is multifaceted, and some aspects are better understood than others. Gamblers may chase losses between multiple sessions or within a single session. Furthermore, within a session, loss-chasing can be expressed in the decision of (1) when to stop, (2) how much stake to bet, and (3) the speed of play after winning and losing. Using a large player-tracking data set (>2500 players, >10 million rounds) collected from the online commercial game Mystery Arena, we examined these three behavioral expressions of within-session loss-chasing. While the first two aspects (when to stop and how much stake to bet) have been examined previously, the current research is the first large-scale study to examine the effects of wins and losses on the speed of play in real gambling. The players were additionally assigned different involvement levels by the operator based on their gambling behavior on the operator's own platform, which further allowed us to examine group differences in loss-chasing. We found that after winning, both the high- and low-involvement groups were less likely to stop, and increased the stake amount, thus showing win-chasing instead of loss-chasing in these two facets. After losing, both groups played more quickly though, which may reflect an urge to continue gambling (as an expression of loss-chasing). Wins and losses had a smaller influence on the speed of play for the high-involvement players, suggesting that they might have reduced sensitivity to wins and/or losses. Future work can further examine chasing in different gambling products and in people with gambling problems to assess the generalizability of these findings.

Willingness to Pay for Public Benefit Functions of Daecheong Dam Operation: Moderating Effects of Climate Change Perceptions

This study estimates the economic value of the Daecheong Dam for the public function of responding to climate change. It examines the moderating effect of climate change perceptions on value estimates by applying choice experiments (CE). The study specifies three dam function attributes—drought management (DM), flood control (FC), and water quality monitoring (WM)—subdivided into three levels to improve the existing conditions. Survey data from 603 households living in Daejeon, Chungbuk, and Chungnam have been collected to perform the CE. Subsequently, two clusters—high-involvement and low-involvement groups—have been extracted, based on the climate change perception index. The main results of comparing the marginal willingness-to-pay between the two clusters are as follows. The attributes and price variable significantly affected the choice probability to benefit from improvements in the rational signs of the coefficients. This does not violate the independence of the irrelevant alternatives assumption. The improvement values of high-involvement and low-involvement groups are estimated as KRW 21,570 and KRW 14,572 a year per household, respectively. Both show the same value intensities in the order of WM, DM, and FC.

The Moderating Role of Anticipated Regret and Product Involvement on Online Impulsive Buying Behavior.

Online impulsive buying behavior has drawn an increasing amount of attention from researchers and marketers as well; however, little research has explored how cognitive aspect and emotional aspect effect online impulsive buying together. The study examines the role of product involvement (cognitive aspect) and anticipated regret (emotional aspect) on the online impulsive buying behavior of the consumer. The results indicate that consumers who experienced downward anticipated regret showed more online impulsive buying behavior than those who experienced upward anticipated regret. Moreover, anticipated regret moderates the relationship between product involvement and online impulsive buying behavior, for participants who experienced downward anticipated regret showing more online impulsive buying behavior than those who experienced upward anticipated regret in the low product involvement group, but there is no differential between downward and upward anticipated regret in the high involvement product group. These findings suggest that anticipated regret helps consumers make more deliberative online shopping choices. The implications for both future research and online consumers are discussed.

Manipulation of the Involvement Load of L2 Reading Tasks: A Useful Heuristic for Enhanced L2 Vocabulary Development

Ensuring second language (L2) learners have an adequate breadth and depth of L2 vocabulary knowledge is a key pedagogical objective in L2 learning contexts. For this reason, establishing guiding principles that successfully enhance the efficacy of L2 vocabulary knowledge development is of strong importance. The current study investigated the value of applying principles from the Involvement Load Hypothesis (ILH) as part of a reading comprehension task among 40 intermediate English as a foreign language (EFL) students. Half of the group undertook a high involvement reading task, whereas the other half undertook a low involvement reading task. After the reading task, an unannounced Vocabulary Knowledge Scale test was administered to measure incidental vocabulary gains. Results showed the high involvement group remarkably outflanked the low involvement groups in terms of the target words learned from the reading task. A delayed post-test indicated that the retention of target word knowledge was more robust among the high involvement group, but that this difference did not maintain a level of statistical significance after 2 weeks. We conclude with suggestions about how EFL/ESL instructors can apply the principles of the ILH in efforts to systematically enhance learners’ L2 vocabulary knowledge.

The Role of Athlete Signing as a Tool for Market Expansion: A Study on European Football Teams Signing Korean Footballers

Although teams undertake various efforts (e.g., signing athletes who originate from the target market, holding international tours, participating in friendly tournaments during off-season) to expand their market internationally, teams signing target market’s national team level athletes is one of the most approachable and effective methods. However, to the best of the authors’ knowledge, no extant studies have empirically examined the effect of such a method. Therefore, the purpose of the current study was to examine the role of signing a national sports icon as a tool for market expansion for professional sports teams. This study conducted an experimental study by providing stimulus material and conducting a survey. The collected data was analyzed using the paired t-test and one-way ANOVA. Looking at the results, there was a significant difference in team loyalty when participants were exposed to the news that the team signed their national team player. In addition, the moderating effect of football involvement was evident as differences between the low involvement group and the high involvement group were partially statistically significant. Research findings contribute to understanding the effect of signing the target market’s athletes as a team’s global market expansion effort and provide important cues for future research.

How Humorous Posts Influence Engagement With Political Posts on Social Media

Abstract. Individuals frequently process political posts on social media in the context of humorous, non-political posts, which research suggests may stimulate or dampen their engagement with the political posts depending on their political involvement. To clarify that claim, I conducted a 2 × 2 experiment ( N = 286) in which individuals viewed political posts situated among either humorous or non-humorous posts, all presented as video-recorded posts on a social media newsfeed, in a condition of either low or high political involvement. Among the results, the humorous posts directly boosted general attention, the elaboration of political posts, and the acquisition of political knowledge in the low political involvement group and stimulated political participation in the high political involvement group. Further analyses revealed that, in the low involvement group, increased attention and the elaboration of the posts may have mediated humor’s effect on the acquisition of political knowledge. Meanwhile, its positive effect on participation in the high involvement group occurred independently from general attention and the elaboration of the posts. Altogether, the findings suggest that humorous social media contexts may benefit the acquisition of political knowledge and political participation.

온라인 쇼핑몰의 구매결정요인이 행동의도에 미치는 영향 : 관여도의 조절효과를 중심으로

The purpose of this study is to analyze the causal relationship between purchasing decision factors and behavioral intention of online shopping malls based on the literature review. According to the analysis, It appears there is a moderating effect between the high-involvement group and the low-involvement group. The statistical process of data is based on SPSS 21.0 and LIMDEP 8.0. frequency analysis, reliability analysis, factor analysis, correlation analysis, multiple regression analysis, also LR-test are conducted. The results of the study include: First, rapidity, convenience, economic efficiency, and reliability have had a positive impact on behavioral intention. Second, high-involvement has had a moderating effect on the relationship between convenience, reliability with behavioral intention. Third, low-involvement had a moderating effect on the relationship between rapidity, convenience, reliability with behavioral intention. While this study makes academic and practical contributions, it also has limitations as the first study of purchasing decision factors, behavioral intention, and involvement type of the online shopping mall.

항공사 선택속성이 국내항공사 선택에 미치는 영향: 여행관여도의 조절효과를 중심으로

The purpose of this study was to suggest domestic airlines user preferences in consideration of airline selection attributes, demographic variables, and airline usage patterns, and to estimate the determinants of the airlines to understand the detailed characteristics of users. In order to provide more detailed user characteristics, the determinants were estimated by classifying them into high and low groups according to travel involvement, and applying the MNL model, a choice demand model. Some of the determinants that influence the choice of preferred domestic airlines in the entire group were estimated. The high involvement group for travel did not provide meaningful interpretation of the determinants in model fit. But, determinants influencing the selection of domestic airlines in the low involvement group were estimated in more detail. It resulted in more detailed user characteristics than the entire group as well as suggesting the need for a differentiated strategy to increase the demand for airline choice.

전시회 참관수요 결정요인 분석 코로나19시대의 전시회 관여도를 중심으로

The rapid development of ICT is making us accustomed to online consumption and networking, but exhibitions are expected to increase further. There are many studies of the exhibition's service attributes with the visitor's behavior, few studies have identified the direct impact on the exhibition's service quality on demand of visitors. Therefore, this study analyzes the main determinants using the service quality attributes of the exhibition and the impact on variables of the visitors' involvement and the demand model estimation. The survey was conducted through an online survey of 278 people that attended exhibitions of the last three years for a month in June, 2020 by Google Form. The Truncated Poisson model and the Truncated Negative Binomial model were used to estimate the demand model for the service quality of the exhibition. As the results of LR-test, the estimation was as follows. First, marital status and educational level have negative impacts in the high exhibition involvement group, gender and age have positive impacts in the low exhibition involvement group. Second, the exhibition's reputation factor was shown to have the positive influence on the high exhibition involvement group, but the content learning factor was the negative impact. In the low exhibition involvement group, the facility convenience factor was shown as positive, the information factor was shown as negative. The results of the study could provide practical implications for the exhibition marketing, which is facing a new turning point due to the COVID-19.

Eighty-Five Percent Solution: Historical Look at Crowdsourcing Speed Limits and the Question of Safety

The “85th percentile rule” is commonly used to set speed limits in jurisdictions across the U.S. Modern interpretations of the rule are that it satisfies key conditions needed for safe roadways: it sets speed limits deemed reasonable to the typical, prudent driver, reduces the problematic variance in travel speeds among vehicles, and allows law enforcement to focus on speeding outliers. Authoritative publications regularly assert that the rule came about because early driving surveys often found that drivers moving at or below the 85th percentile of a speed on a given roadway were within one standard deviation of the mean speed for that roadway and were in the low involvement group for traffic incidents. But does this widely used rule for setting speed limits really have such a scientific pedigree? Given debates in cities around the U.S. about competing uses of street space, we examine where this rule of driver-set speed limits actually came from and whether rule developers’ rationales still hold true today. While most observers trace the rule to safety research and a 1964 report, we find that the 85th percentile rule actually emerged decades earlier amidst the nascent traffic engineering profession’s preoccupation with “traffic service” to increase vehicular throughput; and with respect to safety, the rule was explicitly intended as a starting point in speed limit setting, and not the last word.

The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder.

Infant milk powder has always been one of the food categories most sensitive to safety reputation information. The safety reputation of Chinese infant milk powder has been seriously damaged due to the occurrence of safety accidents and the resulting consumers’ still-unrestored confidence is an important factor which restricts the dairy industry revitalization. Therefore, this paper analyzes the impact of reputation information on the formation of safety trust in Chinese infant milk powder, taking reputation information transmission as the starting point and consumer psychological perception as the researching perspective. A questionnaire survey was conducted and 685 valid questionnaires were collected. The structural equation model is adopted to verify the theoretical model and corresponding research hypothesis that reputation information affects the safety trust of Chinese infant milk powder. The reputation information transmitted between relatives and friends has a stronger effect on the formation of safety trust in Chinese infant milk powder than the media. The degree of media pursuit of “news effect” and negative word-of-mouth have a significant negative impact on the formation of safety trust in Chinese infant milk powder, while reputation quality, positive word-of-mouth and relationship strength have a significant positive impact on that. The quality of word-of-mouth perceived by consumers from highly involvement group, rational group, urban group and high-educated group has a stronger influence on the formation of safety trust. The degree of media pursuit of “news effect”, positive word-of-mouth, negative word-of-mouth and relationship strength perceived by consumers from low involvement group, emotional group, rural group and low-educated group have stronger influence on the formation of safety trust.

The cosmetic buying behavior of women in their 20s

This study investigated differences in cosmetic buying behavior and personal characteristics between cosmetic involvement groups. Cosmetics buying behavior refers to reason for using cosmetics, use of information sources, selection criteria, place of purchase, use/non-use of cosmetics, purchase propensity, purchase frequency, purchase amount, and satisfaction with cosmetics. Personal characteristic contains pursuing image, age, residence area, job, and average household monthly income. Data was collected from 5-10 December 2016, from 308 females in their 20s using an internet survey. The analysis included descriptive statistics, t-tests, Mann-Whitney U tests, and chi-square tests. The respondents were divided into two groups (a high cosmetic involvement group and a low cosmetic involvement group) according to the degree of cosmetic involvement. The results of t-tests revealed significant differences between groups in terms of reasons for using cosmetics, use of information sources, selection criteria, purchase frequency, place of purchase, use/non-use of cosmetics, and satisfaction with cosmetics. The results of Mann-Whitney U tests highlighted a significant difference in purchase frequency between both groups. The results of chi-square tests indicated significant differences in purchase frequency, purchase amount, pursuing image, and average household monthly income. However, no significant differences were evident in terms of purchase propensity, age, job, and area of residence between groups.

커피전문점 이용동기가 만족도 및 행동의도에 미치는 영향 : 커피관여도의 조절효과를 중심으로

This study tried to examine the influencing relationship on behavioral intention which satisfaction based on such a motivational factor can predict future behaviors. Moreover, this study intended to suggest new market segmentalization taking into consideration degree of involvement in motivation to use after which different effects coffee involvement is exerting between motivation to use and satisfaction by setting coffee involvement as a moderating variable. The survey was conducted for a month in July, 2018. Questionnaire surveys targeted those who have visited coffee shops in Seoul, Gyeonggi Province, and Incheon and a total of 309 valid samples were used in the data analysis. As a result of the LR-test, it has been found that there is a moderating effect between high involvement group and low involvement group. As a result of verifying the hypothesis that mediating effect, it has been found that satisfaction had partially mediating effect on motivational factor for delight, socialization, and enjoyment. Motivational factor for efficiency has a totally mediating effect and motivational factor for showing off did not have any mediating effect. This study data can be used as important materials in positioning strategy through advertisement and marketing by coffee shops organizing adequate guidelines with regard to certain specific markets and establishing corresponding systems after taking into account not only coffee items but also various motivations to use and situational variables of users.