1. Internet
Marketing
Involvement and
Consumer
Behavior
Presenter: Anne Chen
Instructor: Dr. Pi-Ying Teresa Hsu
Date: October 15, 2012
1

2. Citation
Wu, S. (2002). Internet Marketing
Involvement and Consumer Behavior,
Asia Pacific Journal of Marketing and
Logistics, 14(4), 36-53.
2

3. Contents
Introduction
Purpose
Literature Review
Methodology
Result
Conclusion
Reflection
3

4. Introduction
The level of consumer involvement
in a product category or service is a
major determinant of online
purchase or usage behavior.
4

5. Purpose
To determine the relationship among
involvement antecedents of Internet
marketing, measured involvement
degree related constructs, and
consequences of consumer behavior
5

6. Literature
Review
6

7. Involvement result is the
customer’s ultimate concern
with a purchase or
consumption experience.
(Bolfing,1988)
7

8. 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)
8

9. Figure1. Framework
Antecedents: Consumer behavior:
a.Personal a.Purchase decision
characteristics b.Items Purchased
b.Lifestyle Degree of c.Amount of money
c.Perception needs involvement spent
d.Situations d.Volume of purchase
e.Trade mode
(Andrews, Durvasula ,& Akher,1990)
9

10. Hypotheses
H1: 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.
10

11. Hypotheses
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.
11

12. Methodology
12

13. Participant
Respond Invalid Valid
ents
620 20 600
13

14. 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
Measure a person’s involvement in Internet marketing
14

15. Result
15

16. H1: The degree of Internet marketing involvement is significantly related with
 consumer’s personal characteristics.
Table 2. Personal characteristics analysis
Involvement degree cluster
Char act er ist ics Chi-squar e
Low I nt er mediat e High
it em (p)
1.887 Graduate,
Education High school College
(0.000)** College
Student,
58.462 Laborers,
Occupation Student Business
(0.000)** Service workers
professional
Middle (58.9% High (48.8%
＄ 550 Low (71.6% ＄ 550
Income (US ＄ 29.469 below/per ＄ 550 below/per
/per month) (0.000)** month, 31.8% below/per month, 38.4%
＄ 551-1150/per month) ＄ 551-1150/per
month) month)
**: P<0.01
Internet marketing involvement was significantly of consumer
personal characteristics. 16

17. H2: The degree of Internet marketing involvement changes significantly with
different consumers’ lifestyles.
Table 3. Factor analysis and reliability for lifestyle
Cumulat ive
Cr onbach’s
Fact or name Eigenvalue per cnet of
alpha
var iance
1. Fashion and ego 2.591 14.395 0.7060
2. Independence and
2.214 26.696 06523
freedom
3. Family life 1.583 35.488 0.3777
4. Information inquiry and
1.556 44.131 0.2096
arbitrary
5. Effect and excitement 1.274 51.210 0.0892
The Cronbach’s alpha of fifth factor was too low 17

18. H2: The degree of Internet marketing involvement changes significantly with
 different consumers’ lifestyles.
Table 4. Analysis of variance for lifestyle
I nvolvement degr ee clust er
Fact or name Low I nt er media High Schef f
F P e
(1) t e (2) (3)
t est
1. Fashion and (1,3)
-1.6388 -0.0703 0.2730 9.083 0.000**
ego (2,3)
2. Independence (1,3)
0.01702 -0.2060 0.3422 16.480 0.000**
and freedom (2,3)
3. Family life -0.1536 -0.0177 0.1722 4.303 0.014* (1,3)
4. Information
inquiry and 0.1001 -0.0149 -0.0664 1.150 0.317
arbitrary
**: P<0.01, *:P<0.05
Internet marketing involvement differed significantly in relation
to three different lifestyle factors. 18

19. H3: The degree of Internet marketing involvement changes significantly with
different consumers’ perception needs.
Table 5. Factor analysis and reliability for perception needs
Cumulat ive per cent Cr onbach’s
Fact or name Eigenvalue
Of var iance alpha
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
Four perception need factors by using factor analysis
19

20. H3: The degree of Internet marketing involvement changes significantly with
 different consumers’ perception needs.
Table 6. Analysis of variance for perception needs
I nvolvement degr ee chust er
Low I nt er medi High Schef
Fact or name at e F P fe
(1) (3)
(2) t est
(1,3)
1. Safe and trust -0.4551 0.1453 0.1673 22.432 0.000**
(2,3)
2. Knowledge and (1,3)
0.0180 -0.1920 0.3158 14.023 0.000
understanding (2,3)
3. Convenience
-0.0496 -0.00275 0.0837 1.273 0.281
and speed
(1,3)
4. Effective -0.1552 -0.1627 0.4246 21.776 0.000
(2,3)
**: P<0.01
Internet marketing involvement differed significantly in relation
to three perception need factors. 20

21. H4: The degree of Internet marketing involvement is significantly related
 with situations.
Table 7. Situation analysis
I nvolvement degr ee clust er
Sit uat io Chi- I nt er media
ns squar e Low High
te
I t em (p)
Home Home
Home (49.4%)
Online 24.417 (55.6%) (50.9%)
School (25.6%)
location (0.002)** School School
Office (17.7%)
(27.8%) (33.3%)
Online 15 hours blow
15 hours 15 hours
frequency 30.589 (49.4%)
below below
(per (0.000)** 16-30 hours
(71.5%) (71.5%)
week) (29.9%)
24.487 Kimo, Yahoo Kimo, Yahoo Kimo, Yahoo
WebInternet marketing involvement was significantly related with
site
(0.004)** (69.5%) (60.4%) (68.3%)
the situation.
21

22. H5: Consumer behavior is significantly related with the degree of Internet
marketing involvement.
Table 8. Consumer behavior analysis
I nvolvement degr ee clust er
Consumer Chi-squar e
Low I nt er mediat e High
Behavior it em (p)
Online 26.913
9.7% 14.8% 22.1%
purchase rate (0.000)**
High freight
High freight
Reasons for not 102.171 High freight charge (34.0%),
charge (34.0%),
shopping online (0.000)** charge (48.3%) Long delivery
Unsafe (31.1%)
time (18.2%)
Amount of
62.845 US ＄ 28 below US ＄ 29-86 US ＄ 29-86
money/per
(0.000)** (57.1%) (48.39%) (54.72%)
month
2-7 times
Purchase
59.304 Once and below (41.94%), 2-7 times
frequency/per
(0.000)** (50%) 8-10 times (59.62%)
month
(38.71%)
Internet marketing involvement correlating to consumer behavior
22

23. H5: Consumer behavior is significantly related with the degree of Internet
 marketing involvement.
Table 8. Consumer behavior analysis
I nvolvement degr ee clust er
Consumer Chi-squar e
Low I nt er mediat e High
Behavior it em (p)
Credit card
14.677 Credit card
Pay mode Mail (33.68%) (35.98%),
(0.023)** (33.77%)
Mail (35.37%)
Purchase Book (48.17%),
31.813 Book (41.06%), Book (37.2%),
product Grocery
(0.001)** Grocery(31.13%) Grocery (23.51%)
categories (17.68%)
Product
Product Product information
information information (35.37%)
(24.5%) (31.93%) Company
Service 26.258
Promotion Company image image
acquisition (0.003)**
(23.84%) (19.65%) (17.07%)
Customer service Promotion Customer
(21.19%) (19.3%) service
(16.46%)
Internet marketing involvement correlating to consumer behavior
23

24. Conclusion
24

25. 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.
25

26. 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.
26

27. Reflection
27

28. Internet marketing is always involvement
consumer behavior.
Whenever consumer’s doing, involvement
result concern with a purchase decision.
28

29. Thank you for listening. 29