10122607 陳俐君internet marketing involvement and consumer behavior
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Transcript of 10122607 陳俐君internet marketing involvement and consumer behavior
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Internet Marketing Involvement and Consumer Behavior
Presenter: Anne ChenInstructor: Dr. Pi-Ying Teresa HsuDate: October 15, 2012
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Citation
Wu, S. (2002). Internet Marketing Involvement and Consumer Behavior, Asia Pacific Journal of Marketing and Logistics, 14(4), 36-53.
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ContentsIntroduction
Purpose
Literature Review
Methodology
Result
Conclusion
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Reflection
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The level of consumer involvement in a product category or service is a major determinant of online purchase or usage behavior.
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Introduction
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To determine the relationship among involvement antecedents of Internet marketing, measured involvement degree related constructs, and consequences of consumer behavior
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Purpose
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Literature Review
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Involvement result is the customer’s ultimate concern with a purchase or consumption experience.
(Bolfing,1988)
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Involvement included experiencing a number of positive results such as the rewards inherent in the product and the product’s expressive values.
(Holbrook & Hirschman,1982)
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(Andrews, Durvasula ,& Akher,1990)
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Antecedents:
a.Personal characteristicsb.Lifestylec.Perception needs d.Situations
Degree of involvement
Consumer behavior:
a.Purchase decisionb.Items Purchasedc.Amount of money spentd.Volume of purchasee.Trade mode
Figure1. Framework
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HypothesesH1: The degree of Internet marketing involvement
is significantly related with consumer’s personal characteristics.
H2: The degree of Internet marketing involvement changes significantly with different consumers’ lifestyles.
H3: The degree of Internet marketing involvement changes significantly with different consumers’ perception needs.
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H4: The degree of Internet marketing involvement is significantly related with situations.
H5: Consumer behavior is significantly related with the degree of Internet marketing involvement.
Hypotheses
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Methodology
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Participant
Respondents
Invalid Valid
620 20 600
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Measure a person’s involvement in Internet marketing
Table 1. Cluster of involvement degree
Involvement sore Number Percentage Involvement degree cluster
20-69 151 25.2% Low
70-86 285 47.5% Intermediate
87-140 164 27.3% High
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Result
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16Internet marketing involvement was significantly of consumer personal characteristics.
Table 2. Personal characteristics analysisInvolvement degree cluster
Characteristics
item
Chi-square(p)
Low Intermediate High
Education 1.887(0.000)** High school College Graduate,
College
Occupation 58.462(0.000)**
Laborers,Service workers Student
Student,Businessprofessional
Income (US$/per month)
29.469(0.000)**
Middle (58.9%$ 550 below/permonth, 31.8%$ 551-1150/permonth)
Low (71.6%$ 550 below/permonth)
High (48.8%$ 550 below/permonth, 38.4%$ 551-1150/permonth)
**: P<0.01
H1: The degree of Internet marketing involvement is significantly related with consumer’s personal characteristics.
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17 The Cronbach’s alpha of fifth factor was too low
H2: The degree of Internet marketing involvement changes significantly with different consumers’ lifestyles.
Table 3. Factor analysis and reliability for lifestyle
Factor name EigenvalueCumulativepercnet ofvariance
Cronbach’s
alpha
1. Fashion and ego 2.591 14.395 0.7060
2. Independence and freedom 2.214 26.696 06523
3. Family life 1.583 35.488 0.3777
4. Information inquiry and arbitrary 1.556 44.131 0.2096
5. Effect and excitement 1.274 51.210 0.0892
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Internet marketing involvement differed significantly in relation to three different lifestyle factors.
H2: The degree of Internet marketing involvement changes significantly with different consumers’ lifestyles.
Table 4. Analysis of variance for lifestyleInvolvement degree
cluster
Factor nameLow(1)
Intermediate (2)
High (3)
F PScheff
e test
1. Fashion and ego -1.6388 -0.0703 0.2730 9.083 0.000** (1,3)
(2,3)
2. Independence and freedom 0.01702 -0.2060 0.3422 16.480 0.000** (1,3)
(2,3)
3. Family life -0.1536 -0.0177 0.1722 4.303 0.014* (1,3)
4. Information inquiry and arbitrary
0.1001 -0.0149 -0.0664 1.150 0.317
**: P<0.01, *:P<0.05
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19 Four perception need factors by using factor analysis
H3: The degree of Internet marketing involvement changes significantly with different consumers’ perception needs.
Table 5. Factor analysis and reliability for perception needs
Factor name EigenvalueCumulative
percentOf variance
Cronbach’salpha
1. Safe and trust 2.595 15.263 0.7318
2. Knowledge and understanding 2.374 29.231 0.6951
3. Convenience and speed 2.051 41.296 0.6715
4. Effective 1.760 51.647 0.5199
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Internet marketing involvement differed significantly in relation to three perception need factors.
H3: The degree of Internet marketing involvement changes significantly with different consumers’ perception needs.
Table 6. Analysis of variance for perception needs
Involvement degree chuster
Factor nameLow(1)
Intermediate (2)
High (3)
F PScheff
etest
1. Safe and trust -0.4551 0.1453 0.1673 22.432 0.000** (1,3)(2,3)
2. Knowledge and understanding 0.0180 -0.1920 0.3158 14.023 0.000 (1,3)
(2,3)
3. Convenience and speed -0.0496 -0.00275 0.0837 1.273 0.281
4. Effective -0.1552 -0.1627 0.4246 21.776 0.000 (1,3)(2,3)
**: P<0.01
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Internet marketing involvement was significantly related with the situation.
H4: The degree of Internet marketing involvement is significantly related with situations.
Table 7. Situation analysisInvolvement degree cluster
Situations
Item
Chi-square
(p)Low
Intermediate
High
Onlinelocation
24.417(0.002)**
Home (55.6%)School (27.8%)
Home (50.9%)School (33.3%)
Home (49.4%)School (25.6%)Office (17.7%)
Onlinefrequency(per week)
30.589(0.000)**
15 hours below(71.5%)
15 hours below(71.5%)
15 hours blow (49.4%)16-30 hours (29.9%)
Web site 24.487(0.004)**
Kimo, Yahoo(69.5%)
Kimo, Yahoo(60.4%)
Kimo, Yahoo (68.3%)
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22 Internet marketing involvement correlating to consumer behavior
H5: Consumer behavior is significantly related with the degree of Internet marketing involvement.
Table 8. Consumer behavior analysis
Involvement degree cluster
ConsumerBehavior item
Chi-square(p)
Low Intermediate High
Onlinepurchase rate
26.913(0.000)** 9.7% 14.8% 22.1%
Reasons for notshopping online
102.171(0.000)**
High freightcharge (48.3%)
High freightcharge (34.0%),Long deliverytime (18.2%)
High freightcharge (34.0%),Unsafe (31.1%)
Amount ofmoney/permonth
62.845(0.000)**
US $ 28 below(57.1%)
US $ 29-86(48.39%)
US $ 29-86(54.72%)
Purchasefrequency/permonth
59.304(0.000)**
Once and below(50%)
2-7 times (41.94%),8-10 times (38.71%)
2-7 times(59.62%)
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23 Internet marketing involvement correlating to consumer behavior
H5: Consumer behavior is significantly related with the degree of Internet marketing involvement.
Table 8. Consumer behavior analysisInvolvement degree cluster
ConsumerBehavior item
Chi-square(p)
Low Intermediate High
Pay mode 14.677(0.023)**
Credit card(33.77%) Mail (33.68%)
Credit card(35.98%),Mail (35.37%)
Purchaseproductcategories
31.813(0.001)**
Book (41.06%),Grocery(31.13%)
Book (37.2%),Grocery (23.51%)
Book (48.17%),Grocery (17.68%)
Serviceacquisition
26.258(0.003)**
Product information(24.5%)Promotion(23.84%)Customer service(21.19%)
Product information(31.93%)Company image(19.65%)Promotion(19.3%)
Product information(35.37%)Company image(17.07%)Customer service(16.46%)
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Conclusion
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This study attempted to identify all influence factors and respondent behavior to Internet marketing.
Such research efforts will contribute to enrich our understanding of Internet marketing related factors and frameworks.
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Future research should apply the framework developed in this paper to other products.
Introduce additional variables to identify more relationships and reach more effective results.
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Reflection
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Internet marketing is always involvement consumer behavior.
Whenever consumer’s doing, involvement result concern with a purchase decision.
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Thank you for listening. 29