Internet marketing involvement and consumer behavior

Abstract

This paper proposes a framework for connecting the involvement construct’s antecedents of Internet marketing, measured involvement degree, related constructs and consequences of consumer behavior. The research first determined the factors that influence the degree of Internet marketing involvement then established the different involvement degree clusters by measured involvement. Finally, the relationship among influence factors, Internet marketing involvement degree, and consequences of consumer behavior was analyzed. Based on the research findings, this paper discusses the possible Internet marketing strategies for a variety involvement degree clusters.

Citation

Wu, S. (2002), "Internet marketing involvement and consumer behavior", Asia Pacific Journal of Marketing and Logistics, Vol. 14 No. 4, pp. 36-53. https://doi.org/10.1108/13555850210764945