The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type

2003 ◽  
Vol 20 (11) ◽  
pp. 977-997 ◽  
Author(s):  
Chan-Wook Park ◽  
Byeong-Joon Moon
Keyword(s):  
Product Type ◽  
Product Knowledge ◽  
Product Involvement ◽  
Knowledge Type ◽  
The Relationship

Product ethnicity and perceived consumer authenticity: the moderating role of product type

2016 ◽  
Vol 33 (6) ◽  
pp. 458-468 ◽  
Author(s):  
Jieun Park ◽  
Rajshekhar Javalgi ◽  
Michael Wachter
Keyword(s):  
Panel Data ◽  
Product Type ◽  
Product Involvement ◽  
Experience Goods ◽  
Content Type ◽  
Foreign Products ◽  
Product Image ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to investigate an antecedent of perceived authenticity in the relationship between product ethnicity (PE) and evaluations of foreign products. Moreover, the present study explores roles of product involvement and product type as moderators in the relationship between PE and authenticity. Design/methodology/approach A pretest was conducted to guide the selection of the product type utilized in the survey. With 200 South Korean panel data in Study 1, hypotheses were analyzed using multiple regression following the procedures outlined by Baron and Kenny (1986). With 288 US panel data in Study 2, mediation effects were analyzed using PROCESS by Hayes (2013). Findings The study provides strong evidences of the full mediating role of perceived authenticity between PE and consumer evaluations of foreign products. Experience goods accentuate the impact of congruent PE on authenticity relative to search goods. However, the product involvement as a moderator is not significant. Practical implications International marketing practitioners should attend to the importance of how source country consumers perceive the authenticity of foreign product. In particular, insights from findings will provide international marketers with a means to assess the efficacy of strategic communication messages designed to establish a perception of authenticity in the minds of consumers and a more effective approach to market segmentation in the foreign markets. Originality/value This study suggests the addition of authenticity into future studies of country of origin (COO) effects. As authenticity fully mediates the relationship between PE and product image evaluations, this study suggests the congruent product-country match as a signal of authenticity, in addition to product image. Moreover, this finding extends literature on COO effects by discussing the importance of authenticity in the context of experience goods relative to search goods.

scholarly journals Designing and Distinguishing Meaningful Artisan Food Experiences

2021 ◽  
Vol 13 (15) ◽  
pp. 8569
Author(s):  
Erin Percival Carter ◽  
Stephanie Welcomer
Keyword(s):  
Product Information ◽  
Food Products ◽  
Well Being ◽  
Product Type ◽  
Target Market ◽  
High Involvement ◽  
Consumer Expectations ◽  
Typical Food ◽  
The Relationship ◽  
Additional Product

We examine consumer expectations about how specialty versus conventional food products affect well-being and how small, artisan producers can use that information to design better customer experiences. Drawing on recent work examining the costs and benefits of pleasure- and meaning-based consumption, we investigate whether consumer expectations that specialty products are more meaningful lead to increased desire for additional product information. We selectively sampled from the target market of interest: high-involvement consumers who regularly consume a food (cheese) in both more typical and specialty forms. The authors manipulate product type (typical versus special) within participant and measure differences in expected pleasure and meaning as well as a variety of behaviors related to and preference for additional product information. We find that these high-involvement consumers expect special food products to provide both more meaningful (hypothesized) and more pleasurable consumption experiences (not hypothesized) than typical food products. Consistent with our theory, consumer use of, search for, and preference for additional product information was greater for special products. A causal mediation analysis revealed that expectations of meaning mediate the relationship between product type and utility of product information, an effect which persists controlling for the unexpected difference in expected pleasure.

scholarly journals Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop)

2018 ◽  
Vol 31 ◽  
pp. 11001 ◽  
Author(s):  
Aries Susanty ◽  
Aprilia Tresnaningrum
Keyword(s):  
Data Processing ◽  
Brand Loyalty ◽  
Value Congruence ◽  
Social Benefit ◽  
Partial Least Square ◽  
Brand Experience ◽  
Product Involvement ◽  
Brand Identification ◽  
The Relationship

This study has several purposes. First, this study aims to investigate the effect of consumer–brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI). We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS) method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions

2018 ◽  
Vol 27 (2) ◽  
pp. 146-157 ◽  
Author(s):  
Juan Mundel ◽  
Patricia Huddleston ◽  
Bridget Behe ◽  
Lynnell Sage ◽  
Caroline Latona
Keyword(s):  
Eye Tracking ◽  
Online Survey ◽  
Product Category ◽  
Purchase Intentions ◽  
Product Type ◽  
Content Type ◽  
Attentional Processes ◽  
Potted Plants ◽  
Total Fixation ◽  
The Relationship

Purpose This study aims to test the relationship between consumers’ perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among minimally branded products. Design/methodology/approach This study uses eye-tracking measures (i.e. total fixation duration) and data collected through an online survey. Findings The study shows that consumers spend more time looking at hedonic (vs utilitarian) and branded (vs unbranded) products, which influences perceptions of quality. Practical implications The findings of this research provide guidelines for marketing minimally branded products. Originality/value The authors showed that the product type influences the time consumers spend looking at an item. Previous findings about effects of branding are extended to an understudied product category (i.e. live potted plants).

How do product involvement and prestige sensitivity affect price acceptance on the mobile phone market in Vietnam?

2019 ◽  
Vol 14 (3) ◽  
pp. 379-398 ◽  
Author(s):  
Ngoc Minh Nguyen ◽  
Huyen Thi Nguyen
Keyword(s):  
Factor Analysis ◽  
Mobile Phone ◽  
Cultural Values ◽  
Structural Equation ◽  
Equation Modeling ◽  
Product Knowledge ◽  
Affecting Factors ◽  
Product Involvement ◽  
Market Segments ◽  
Content Type

Purpose The aim of this paper is to incorporate the theoretically and practically appropriate affecting factors of customers’ price acceptance to develop an integrated model explaining customers’ price acceptance on the mobile phone market in Vietnam. Design/methodology/approach This current research applied the cross-sectional design. Data was collected via questionnaires and 605 responses were left after refining. The exploratory factor analysis, confirmatory factor analysis and structural equation modeling methods were applied to analyze the collected data. Findings Prestige sensitivity and product involvement positively affect product knowledge and price mavenism. In turn, these two latter factors together with prestige sensitivity positively affect price acceptance. Besides, product knowledge and price mavenism mediated the effects of product involvement and prestige sensitivity on price acceptance in the context of complex products, rapid product innovation, social setting of using mobile phones, highly competitive market, the low purchasing power of customers and the typical cultural values of Vietnam. Practical implications The high product involvement and high prestige sensitivity customers could make up attractive market segments, especially important in the case of launching new products; concentrating marketing efforts on building product knowledge and price knowledge for these market segments may enhance price acceptance, speed up market penetration as well as improve price communication. Originality/value This is one of the first studies explaining price acceptance on the mobile phone market in Vietnam and clarifying the mediating effects of knowledge (product knowledge and price mavenism) on the causal relationships between product involvement/prestige sensitivity and price acceptance.

What makes mavens tick? Exploring the motives of market mavens’ initiation of information diffusion

2004 ◽  
Vol 21 (2) ◽  
pp. 109-122 ◽  
Author(s):  
Gianfranco Walsh ◽  
Kevin P. Gwinner ◽  
Scott R. Swanson
Keyword(s):  
Interpersonal Communication ◽  
Information Diffusion ◽  
Product Information ◽  
Purchase Decisions ◽  
Product Knowledge ◽  
Initial Information ◽  
The Relationship ◽  
General Product ◽  
Sense Of Obligation ◽  
Share Information

With growing competition and the increasing complexity of commercial information, interpersonal communication continues to be important to marketers. Market mavens, those consumers with general product knowledge that act as disseminators of product information, play a central role in influencing others’ purchase decisions. Previous research, which has focused on mavens’ demographics and media consumption, has neglected the motives that drive these consumer communicators. From a survey of 326 consumers, we explore how those respondents ranked high on the maven scale differ in terms of their motivations to engage in word‐of‐mouth behavior from those scoring lower on the maven scale. Our results indicate that market mavens, compared with moderate and non‐mavens, are motivated to a greater extent by a sense of obligation to share information, a desire to help others, and feelings of pleasure associated with informing others about products. The relationship between initial information diffusion, maven group, and the investigated motivations are also explored. Implications for marketers targeting mavens are offered.

Factors influencing product involvement among young consumers

2010 ◽  
Vol 27 (6) ◽  
pp. 499-506 ◽  
Author(s):  
Tali Te'eni‐Harari ◽  
Jacob Hornik
Keyword(s):  
Young People ◽  
Market Segmentation ◽  
Design Methodology ◽  
Age Groups ◽  
Product Category ◽  
Product Knowledge ◽  
Product Involvement ◽  
Content Type ◽  
Young Consumers

PurposeIn light of the core role of product involvement as a variable in consumer behavior, the current study seeks to examine which variables influence product involvement among young people. This paper aims to explore five variables: age, subjective product knowledge, influence of parents, influence of peers, and product category.Design/methodology/approachThe research was founded on a quantitative field study, whose sample was comprised of 252 young people, ages 4‐15.FindingsThe findings among the entire sample imply that young people's product involvement is explained by all of the variables that were examined. Interesting findings came to light for each one of the age groups: Young children's product‐involvement level was influenced by parents and peers. The product‐involvement level for children was influenced by peers and product category. Adolescents' product‐involvement relies on subjective product knowledge and product category.Originality/valueThese findings expand the existing knowledge about young consumers' behavior patterns and show that the existing models provide a partial picture. In addition, the product‐involvement variable must be seen as a basis for market segmentation of the younger populations. The recommendation is to carefully create segments that examine the different product‐involvement levels among each age group.

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