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

Rong Yuan, Liu Chang Ruo Yu, Kanglin Wen, Shunyong Yang


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.

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Business and Management Research
ISSN 1927-6001 (Print)   ISSN 1927-601X (Online)

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