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  • Published on: 14th September 2019
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This paper propose the framework of involvement of consumer buying behavior with the ancestor of internet marketing, measured the extent of involvement , related builds and outcome of consumer behavior. The research will firstly determined the factors which are influencing the degree of internet marketing, afterwards it establish the different degree of cluster involvement by measured involvement. Finally the relationship factors which influence the involvement of internet marketing and outcome of consumer buying behavior were analyzed. On the basis of research finding, this paper discusses the recent internet marketing strategies for cluster of degree of involvement.

Keywords:  Internet Marketing Involvement, Consumer Buying Behavior

Introduction

One of the most important features from past few years has been the speed due to which internet market has enlarged and grown up. This fast internet adoption has resulted in a remarkable speed of change in the remarkable speed of change in the marketing area and open a various chances for marketers. All across India and around the world the shopping centers are closing their stores, the one big reason for it, that consumer are using internet for shopping needs.

The internet is primary online marketing tool as it is convenient and easy way to approach the customer. In fact, all the online services firms now offer the internet access as primary service. Now days many applications have came up for smart phones which are easy to access. The customer can send emails; send query, access news, entertainment and business information. There are many social networking sites which connect people around the globe.

As the Internet found its place as an important stream of marketing channel, consumer  critics  regarding the internet marketing strategies as the consumer  worry about information privacy, including issues related to the acquisition and dissemination of consumer data (Rohm and Milne 1998).Thus, though over half of all Americans adults use the internet, approximately only half of the current internet users have purchased product and services online (Sefton 2000).This cause the serious barrier for internet marketers.

The key factor which influence the success of Internet Marketing is depends on the degree of consumer involvement. The more or less involvement of consumer towards product or services is a major causal of online shopping and consumer behavior. Different involvement cluster create different responses. Thus the degree of internet involvement will define the consumer behavior. There is response dimension according to which consumer responds. The dimensions are 1, Search. 2, Information processing. 3, Decision / Persuasion. There are different variable available to judge the user involvement, the variable can be combined into 1, person 2, object / Stimulus. 3, situation categories ( Loudon and Della Bitta 1993 ).

This paper propose the framework of involvement of consumer buying behavior with the ancestor of internet marketing, measured the extent of involvement , related builds and outcome of consumer behavior. The research will firstly determined the factors which are influencing the degree of internet marketing, afterwards it establish the different degree of cluster involvement by measured involvement. Finally the relationship factors which influence the involvement of internet marketing and outcome of consumer behavior were analyzed. On the basis of research finding, this paper discusses the recent internet marketing strategies for cluster of degree of involvement.

Consumer Involvement

Involvement Identification

The consumer purchase / consumption experience is a result of involvement (Bolfing 1988).Rothschild (1984) defined involvement as “an unobservable state of motivation, arousal or interest.”Holbrook and Hirschaman (1982) Abandoning the information processing approach is undesirable, but supplementing and enriching it with an admixtures of the experiential perspective could be extremely fruitful. The involvement does have a significant relationship on the tested outcomes, meaning that involvement leads to consumer responses and that to some extent, it is possible to influence the degree of consumer response ( Kapferer and Laurent 1986 ) Engel et al. (1969) the authors viewed product involvement as a reason for users to share their excitement and pleasure from the purchase. Involvement was also explained as an antecedent for WOM in the sense of ego enhancer, to impress others by their expertise in their field (ibid). Zaichkowsky (1986) The variables proposed to precede involvement may be categorized into three factors. The first factor relates to the characteristics of the person. A person's inherent value system, along with his or her unique experiences, determines whether the person is involved with a particular object. The second factor relates to the physical characteristics of the stimulus. The physical differences might pertain to the differences in type of media (e.g., TV, radio or print), or in content of the communication, or even the variation found in the product classes being advertised. The third factor impacting on the involvement is the varying situation. For example, one may attend to advertisements for Volvos with greater involvement if one is thinking of buying that particular car. However if one is not in the market for a new car, then involvement with car advertisements, in general, might be low.

Involvement measuring methodology

Andrews, Duravasula and Akhter ( 1990 ) gave the concept of involvement measurement scale, one on the basis enduring and  product involvement.Vaughn (1980) has distinguished the product class into product categorization and think/feel dimention.Tyebjee (1979) has used seven based product involvement measures to differentiate product class. The second scales measure on the basis of advertising messages. 1, Attention/processing strategies ( Gardner,Mitchell and Russo 1978, 1985;Gardner 1985; laczniak , Muechling and Grossbart 1989) ,2 Interest/situational involvement (Wright 1973 , 1974;Belk 1982; Clarke and Belk 1978 and 3, Action/process involvement ( Krugman 1966-1967 ; Leigh and Menon 1987 ) .

In Marketing, Involvement has equated with perceived product values (Traylor 1981; Lastovicka and Bonfield 1982) . Zaichkowsky (1985) proposed a bipolar adjective scale, the personal involvement inventory (PII), to understand the concept of involvement in products. The scale compiled with standards for internal reliability, reliability over the time, content reliability, criterion – related validity and construct validity. PII is the best tool for researcher to examine the product categories used as a covariant to other research questions. By using 20 items, the scale allows the researcher to adequate sampling of possible items that represented product involvement to ensure the high level of reliability. This scale used the semantic differential that will consist of bipolar items; each will be measured on seven point rating scale. This concept is easy to administer and score, this will take few minutes to complete and its applicable for wide array of objects (Zaichkowsky 1985 ).Thus, The measuring scale used for this study is PII for internet marketing involvement and to segment the market clusters.

The Framework

This study is based on the relationship construct is shown in figure 1 (Andrews, Durvasula and Akhter 1990).This framework show the 4 ancestor such as Demographic Characterstics, Disintermediation, Brand Loyalty and Co-Branding, which directly deal with shopping decision. The consumer behavior affected because of (a) Purchase Decision (b) Item Purchased (c) amount of money spent (d) volume of purchase and (e) Trade Mode.

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