The Influence of Fashion Involvement and Product Involvement on Buying Decision of Urban Women in Taiwan─A Case Study of Consumer Electronics

• Main Authors: Yichen Liao, 廖以琛
• Other Authors: Tai-Hwa Chow
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/65386488922539540704

碩士 === 國立中山大學 === 企業管理學系研究所 === 100 === There is no denying that consumer electronics has a great influence on our daily life, and it now also even create and lead trend in modern society. Traditionally, we think of men as the major customer in consumer electronics, but with fashion and social trend are both been added in the concept of the product, many research has shown that women has gradually become the main customer in consumer electronics. Among all the consumer electronic product, smartphone has became the fastest growing product, and the marketshare has already exceeded cell phone since last year. As for the digital camera, there still are promising growing in DSLR-like、DSLR and EVIL, and the trend in market this year is to add Wi-Fi as the new function to against smartphone. From literature review, we can found that there are many research about product involvement on buying decision, but fashion involvement is seldom being considered in it. Therefore, we used product involvement and fashion involvement as moderating variable and the research outcome indicate that the intension of buying are easilier stimulated by product function when people has high product involvement in smart phone/digital camera, and they also value public praise of product more. As for people has high fashion involvement, they tends to buy smartphone/digital camera on the stimulation of fashion trend and social influence. To sum up, product involvement andfashion involvement will influence buying decision in different ways and also the pastexperiences of urban women in Taiwan.