消費者 關與에 관한 硏究

An Investigation on Consumer’s Involvement with Product

As involvement has become a very important intervening variable in consumer research, the literature has become replete with papers that are overly concerned with defining and conceptualizing this hypothetical construct. But in spite of its popularity, the construct has not been well defined, conceptualized, and operationalized. In this paper, these issues are addressed, especially an attempt on conceptualization of this construct as “perceived personal im portance and operationalization as “the expected benefits derived from the relevant involvement stimuli” are made. Measurement as “Measurement By Fiat” of Torgerson’s term are emphasized. Finally, some marketing implications for managers and directions for researchers to take are suggested.