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| Tekijä: | Wu, C. Chen, I-T. |
| Otsikko: | The essence of consumption attitude in high involvement purchase process |
| Lehti: | Journal of international marketing and marketing research
2010 : FEB, VOL. 35:1, p. 23-37 |
| Asiasana: | consumer behaviour consumer attitudes purchasing |
| Vapaa asiasana: | processes |
| Kieli: | eng |
| Tiivistelmä: | This study aims at illustrating that, before making a high involvement (hereafter as: h-i.) purchase decision (here as: p-dec.), consumers would cultivate and form a consumption attitude (as: c-att.) being either primarily more i. utilitarian or primarily more ii. hedonic, and the utilitarian/hedonic (U/H) c-att. would in turn affect their p-dec. In contrast to regarding U/H att. as a product/brand att., this study proposes the concept of a U/H consumption att. which have different implications for the ensuing purchase behaviour. When the c-att. formed in the consume in a h-i. p-dec. making process was primarily more i. utilitarian, he would be inclined to regard "price" and "function" as the key purchase determinant among all considerations, whereas when the c-att. formed in the consumer was primarily more ii. hedonic, "trust" would be a relatively more important consideration. |
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