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Factors affecting high-involvement product purchasing behavior

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  • Wen-Bao Lin

Abstract

This study integrates the theory of planned behavior and theory of perceived value to discuss the effects of brand valuation, subjective norm, and promotion on perceived value. It also employs linear multivariate analysis integrated with fuzzy neural network techniques to validate the hypotheses. The population of this study is the consumers who have purchased luxury goods in three major metropolitan areas in Taiwan (Taipei, Taichung and Kaohsiung). Questionnaires are distributed in department stores and boutique stores in those metropolitan areas by convenience sampling. This study also explores the purchase of high-involvement products, including the luxury goods. The empirical results are as follows: brand valuation has a significant positive effect on perceived value; promotional method has a significant positive effect on purchasing behavior; high price promotion causes brand valuation to have negative effects on perceived value; the brand valuation and perceived value relationship is affected by non-price promotion; perceived value has a significant positive effect on purchasing behavior. Management implications and suggestions for the future study are also proposed. Copyright Springer Science+Business Media B.V. 2013

Suggested Citation

  • Wen-Bao Lin, 2013. "Factors affecting high-involvement product purchasing behavior," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(6), pages 3113-3133, October.
    • Handle: RePEc:spr:qualqt:v:47:y:2013:i:6:p:3113-3133
    DOI: 10.1007/s11135-012-9707-2
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    3. Jones, Michael A. & Reynolds, Kristy E. & Weun, Seungoog & Beatty, Sharon E., 2003. "The product-specific nature of impulse buying tendency," Journal of Business Research, Elsevier, vol. 56(7), pages 505-511, July.
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    Cited by:

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    2. Gulzari, Adeela & Wang, Yuchen & Prybutok, Victor, 2022. "A green experience with eco-friendly cars: A young consumer electric vehicle rental behavioral model," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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