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

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

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

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)

(Andrews, Durvasula ,& Akher,1990)

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Antecedents:

a. Personal characteristics

b. 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

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

Result

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Internet marketing involvement was significantly of consumer personal characteristics.

Table 2. Personal characteristics analysisInvolvement degree cluster

Characteristics item

Chi-square(p) Low Intermediate High

Education1.887(0.000)**

High school CollegeGraduate,College

Occupation58.462(0.000)**

Laborers,Service workers

StudentStudent,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.

17The 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’salpha

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 name Low(1)

Intermediate (2)

High(3) F P Scheffe

test

1. Fashion andego

-1.6388 -0.0703 0.2730 9.083 0.000**(1,3)(2,3)

2. Independenceand 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. Informationinquiry andarbitrary

0.1001 -0.0149 -0.0664 1.150 0.317

**: P<0.01, *:P<0.05

19Four 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 Eigenvalue Cumulative percentOf variance

Cronbach’salpha

1. Safe and trust 2.595 15.263 0.7318

2. Knowledge andunderstanding 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 needsInvolvement degree chuster

Factor name Low(1)

Intermediate(2)

High(3) F P Scheffe

test

1. Safe and trust -0.4551 0.1453 0.1673 22.432 0.000**(1,3)(2,3)

2. Knowledge andunderstanding 0.0180 -0.1920 0.3158 14.023 0.000

(1,3)(2,3)

3. Convenienceand 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

SituationsItem

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 site24.487(0.004)**

Kimo, Yahoo(69.5%)

Kimo, Yahoo(60.4%)

Kimo, Yahoo (68.3%)

22Internet 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%)

23Internet 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 mode14.677(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)**

Productinformation(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%)

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.

Thank you for listening. 29