• Korean Management Science Review
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• v.34 no.3
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• pp.61-77
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• 2017

This study investigates the effect of consumer involvement in the relationship between customer satisfaction and loyalty (which is measured as consumers' repurchase and WOM intentions). Previous research has presented inconsistent implications on the role of consumer involvement in the relationship. Some researchers have presented the empirical results showing that consumer involvement moderates the relationship, whereas others have done the empirical results implying that the consumer involvement does not moderates. In sum, the previous empirical studies have provided the inconsistent empirical results that consumer involvement may be a moderator or a non-moderator in the relationship between customer satisfaction and loyalty. Thus, we start this research with two research questions: "Does consumer involvement has a moderation effect on the relationship between-customer satisfaction and loyalty across various service industries?" and "Can the moderation effect of consumer involvement be detected differently depending on the statistical methods used to probe the moderation effect?" A questionnaire survey was conducted in the context of four service categories: eight service firms for fast food, four firms for family restaurant, four firms for movie theater and four firms for Bakery. Hierarchical regression analyses (moderated regression analyses) and chi-square difference tests were used to identify the role of consumer involvement in the relationship between customer satisfaction and loyalty. The empirical results show that there does not exist the difference in the moderation effects of consumer involvement identified by the two statistical methods (i.e., hierarchical regression analyses vs. chi-square difference tests), however, that there exists the difference in the identified moderation effects of consumer across service categories. In the final section, we summarize the implications and re-interpret the empirical results provided in the previous studies.

• Culinary science and hospitality research
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• v.24 no.2
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• pp.71-78
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• 2018

The increased popularity of group-buying deal promotions has made research efforts grasping the importance of involvement on the positive reactions of consumers. This is due to the fact that consumer purchasing behaviors are highly likely to differ depending on a particular consumer's involvement level, referring to the basic interest in or importance of a group-buying purchase. In this regard, this paper (1) investigated the effects of involvement on purchase behaviors; and (2) examined whether the proposed relationships may vary depending on a consumer's deal prone propensity. Results revealed that a consumer's cognitive involvement in a restaurant promotion affects emotional involvement, ultimately leading to purchase intention. In addition, a consumer's deal proneness tendency was revealed to moderate the relationship between cognitive involvement and emotional involvement. Compared to low deal-prone consumers, high deal-prone consumers tended to have a higher level of emotional involvement resulting from cognitive involvement. Managerial implications and directions for future research are provided.

• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.6
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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.

• Fashion & Textile Research Journal
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• v.17 no.3
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• pp.382-391
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• 2015

People are exposed to diverse images and naturally find images to express themselves to others for personalsatisfaction. They present ideal images that they desire to obtain or actual images that they already have. People find differences between ideal images and actual images as well astry to overcome differences by managing appearance or purchasing fashion items. The congruence between real and ideal self-images and perceived body images stimulate clothing involvement or consumer confidence to influence fashion innovativeness and fashion opinion leadership. Fashion leaders are known for confidence when making buying decisions on new fashion products and are more likely to influence other consumers to buy new items. This study useda structural equation model to understand the influence of perceived self and body image on clothing involvement and consumer confidence as well as define how perceived images influence fashion leadership through clothing involvement and consumer confidence. The results of this study indicated that self-image congruence has a positive impact on social body image and personal body image. A positive influence of perceived body image on clothing involvement and consumer confidence was also detected. Fashion opinion leadership could be explained by clothing involvement and consumer confidence; however, fashion innovativeness could only be explained by consumer confidence.

• Journal of Fisheries and Marine Sciences Education
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• v.21 no.4
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• pp.607-621
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• 2009

In order to deal with consumer's demand changes in market condition, it is necessary to have a study on the consumer behavior to promote seafood consumption. The objective of this study is to examine the factors that have influences on consumer involvement of seafood. It is also aim to examine how the situation of seafood factors influences the consumer's behavior in purchasing and consuming the seafood. In this study, I have conducted a survey by using Busan housewives as random sampling. To examine this variable, situation factors that I used if the factor analysis. I also performed a multiple regression analysis to understand how the situation factors influenced the consumer's emotion and their satisfaction within the level of involvement. The result showed that consumer involvement seafood is created by not only interests and preferences, but also knowledge, perceived risk and profits. The seafood situation factors are divided into purchase situation, consumption situation and communication situation: purchase situation includes store factor, while consumption situation includes health factor and cooking-motive factor and communication situation includes information factor. Results of examining whether there are differences in the involvement explains that the involvement is different according to the level and it is divided into 2 groups. The first groups is the high-involvement group that shows preferences and interests, perceived risk and profits. Another group is the low-involvement group that shows preferences and interests, knowledge and profits. The result on examining whether situation sectors have influences on the involvement shows that high-involvement group is only affected by store factor in purchase situation and low-involvement group is only affected by information factor in communication situation.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.1
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• pp.1-10
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• 2011

The purpose of this study was to compare consumers' post acquisition behavior by analyzing the influence of consumer involvement, product price and discount. The data were collected through a survey based on three stages: two pre-tests and a main survey conducted in the U.S and Korea. A total of 520 participants from each country were used. The results of this study are as follows. First, clothing involvement, price and discount had no difference, but there was relationship on discount rate between countries. In addition, there were gender differences in involvement between the countries, and Korea showed a significant relationship in price discount. In general, the involvement of both American and Korean students was high and women had higher involvement than men indicating that women showed more interest in clothing than men. The discount rate was higher in the U.S and had a wider range of discount than Korea. Second, consumer involvement and price discount affected the satisfaction of Korean students whereas only involvement affected the satisfaction of American students. This study will extend understanding of consumer satisfaction between Korea and the United States. With the results of this study, apparel marketers will be able to understand how consumer involvement, price and discount may influence consumer satisfaction and develop effective marketing strategies for their profit.

• 한국경영정보학회:학술대회논문집
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• 2007.11a
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• pp.539-544
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• 2007

Infomediary, playing an important role in e-commerce, provides refined a product information and the price dispersion of product. This paper use the elaboration likelihood model to explain how level of involvement with a product moderates the impact of price dispersion and product information quality on product attitude. The study produces three major findings : (1) the quality of product information produced by infomediary has a positive effect on consumers' product attitude, (2) For low-involvement consumer, price dispersion of product positively affect consumers' product attitude. For high-involvement consumer, negatively affect, (3) low-involvement consumer are affected by the price dispersion rather than the quality of product information, but high-involvement consumer are affect by price dispersion mainly when the quality of product is low. These finding have implications for on-line infomediaries in terms of how to manage their users.

• Journal of the Korea Fashion and Costume Design Association
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• v.4 no.1
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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.

• Korean Business Review
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• v.14
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• pp.211-235
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• 2001

The level and motivational basis of consumer involvement have been recognized as having important effects on purchase behavior. To explore the importance of hedonic aspects of involvement upon consumer purchase behavior, survey data on involvement degree and type concerning 8 product classes from 388 respondents was analyzed. Major findings of this study are summarized as follow. First of all, hedonic factor is evidenced as an important component of consumer involvement. In addition, hedonic dimension of involvement is proved to have significant effects on consumer purchase behavior in general. Secondly, analysis of the difference in behavioral tendencies between purchasing product with hedonic value(coffee) and utilitarian motive(washing machine) shows that consumers have relatively high in degree of brand differentiation, brand commitment, product knowledge in purchasing product with hedonic value. This means that hedonic aspect of product and thus hedonic involvement has not less important in predicting consumer behavior. Finally, several interactive effects, which suppot to and conflict against the previous research findings, between level and type of involvement upon purchase behaviors are detacted. This implies that hedonically induced involvement has moderating roles in the effects of consumer involvement on purchase behavior.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.5
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• pp.628-638
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• 1998

This study, the second in two part series, focuses on effect of product involvement and consumer knowledge on consumers' perceptions of six dimensions of clothing price: price -quality schema, prestige sensitivity: sale proneness, price mavenism, value consciousness, and price consciousness. Additionally, correlation between product involvement and consumer knowledge was examined. Multi-item measures of six dimensions of price, product involvement, and consumer knowledge were included in the questionnaires. The subjects were 264 college students living in Seoul, Korea. The data were collected by self-administered questionnaires and analyzed by factor analysis, regression analysis, and correlation analysis using SPSS PC. In addition, two focus group interviews were conducted to obtain qualitative data for the result interpretation. Results of this study showed that the degree of consumers' product involvement significantly affects consumers' perceptions of each price dimension except price consciousness dimension. Consumers' knowledge about clothing has a significant effect on consumers' perceptions of all price dimensions. Dimensions of product involvement and consumer knowledge were partially correlated. Marketing implications based on these results were suggested.