Analysis of Consumers'' Involvement Behavior for Bounded Product of Direct Selling -Take Health Care Product and Cosmetics Product as Examples

• Main Authors: Chen,Mei-Ping, 陳美萍
• Other Authors: Chen,Der-Fa
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/03031502978063260607

碩士 === 國立中山大學 === 企業管理研究所 === 86 === Because of the specific selling method, and having low fixed cost and few limits to joint for consumers, direct selling will be the major channel of purchasing in the future. And the products the industry of direct selling offered can provide consumers many conveniences and other advantages, consumers would like to buy them. Still, the concept of involvement plays an important role in the study of consumer behavior. However, previous studies of involvement only focused on the con-ceptualization of involvemeThe purposes of this paper are summarized as followed：1.How characters of consumers will influence their degree of emphasis on product. 2.How characters of consumers will influence their involvement behavior. 3.How characters of product will influence consumers'' involvement behavior. 4.What are the differences between products this paper selected on consumers'' degree of emphasis on product and their involvement behavior.This paper employed a questionnaire survey to conduct the work and collected data from consumers over two product categories. All items are measured by Likert seven-point scale. This paper uses Reliability Analysis, Factor Analysis, Scheffe''s Multiple Comparison, One-Sample t Test, and Correlation Analysis as analyzing tools. After an empirical study the conclusions are summarized below：1.Different characters of consumers will influence their degree of emphasis on product, especially for their state of marriage, age, education, seniority, and type of direct sellers. 2.Different characters of consumers will influence their involvement behavior, especially for the introduction of professional people, making money, health factor as the motives, and type of direct sellers. 3.Different characters of product will influence consumers'' involvement behavior. 4.Consumers won''t use price as the only standard to judge product quality, if there are other cues except price consumers can use. 5.The categories of productwill influence the degree of emphasis on product. 6.The categories of product will influence consumers'' involvement behavior.