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The Research on the Relations between Involvement Degrees and Online Customers¡¯ Behaviors

Author

Listed:
  • Rong Yuan
  • Liu Chang Ruo Yu
  • Kanglin Wen
  • Shunyong Yang

Abstract

Using the method of questionnaire and taking part of university student¡¯s portable computers and books expense as an example, this paper explored the heterogeneity of the online consumer buying behavior, an empirical study from the perspective of involvement, and examined the impact of product involvement on online consumer choice behavior. The paper¡¯s findings on consumer behavior and brand marketing have a certain reference value.

Suggested Citation

  • Rong Yuan & Liu Chang Ruo Yu & Kanglin Wen & Shunyong Yang, 2014. "The Research on the Relations between Involvement Degrees and Online Customers¡¯ Behaviors," Business and Management Research, Business and Management Research, Sciedu Press, vol. 3(2), pages 10-17, June.
    • Handle: RePEc:jfr:bmr111:v:3:y:2014:i:2:p:10-17
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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