Instructor: Kate Student: Evelyn Number: 9822620 Effects of Consumers’ Purchase Motivation and Involvement on Purchase Intention--Take Whitening Facial Masks as an Example Instructor: Kate Student: Evelyn Number: 9822620

LITERATURE REVIEW Purchase Motivation Purchase Involvement Purchase Intention

PURCHASE MOTIVATION Definition of purchase motivation Hawkins (1998) defines that motivation is the process through which objects, issues and situations come to have incentive value and tend to be subsequently acted upon.

PURCHASE MOTIVATION Definition of purchase motivation Shopping as a series of behaviors of acquiring the product or the value of the shopping process. Shoppers could be motivated purely to find the products he or she needs. (Tauber, 1972)

PURCHASE MOTIVATION Types of purchase motivation Tauber (1972) classified purchase motivation as personal motives and social motives.

PURCHASE MOTIVATION Personal motives Role playing Diversion Self-gratification Learning about new trends Sensory stimulation

PURCHASE MOTIVATION Social motives Social experience outside the home Communication with others having a similar interest Peer group attraction Status and authority

PURCHASE INVOLVEMENT Definition of involvement Purchase involvement is used to explain individual differences in terms of their cognitive processes and is a key motivational construct.

PURCHASE INVOLVEMENT Definition of involvement Best, Coney, and Hawkins (1986) argued that purchase involvement is a purchase decision that is associated with personal relevance.

PURCHASE INVOLVEMENT Definition of involvement In addition, Zaichkowsky (1985) pointed out that consumers may experience different levels of purchase involvement, that is, high and low levels.

PURCHASE INVOLVEMENT Factors of purchase involvement Zaichkowsky (1986) proposed three antecedents of involvement. Firstly, personal factors signify inner values, such as needs, importance, interest, and values.

PURCHASE INVOLVEMENT Factors of purchase involvement The second factor impacting involvement is an object or stimulus associated with the physical characteristic of communication media. The third is situational factors that are related to use, purchase, and occasion.

PURCHASE INVOLVEMENT Factors of purchase involvement Andrews et al. (1990) argued that involvement possesses three major properties: intensity, direction, and persistence, which decide how individuals respond to external stimuli.

PURCHASE INVOLVEMENT Factors of purchase involvement Involvement intensity means ”the degree of arousal or preparedness of the involved consumer with respect to the goal-related object”. The level of intensity varies and is influenced by the difference of product types, situations, and individual conditions.

PURCHASE INVOLVEMENT Factors of purchase involvement Involvement direction refers to the target object or problem that causes the stimulus. Among them, the antecedents of involvement would influence the direction of involvement or object selection on the part of the consumer.

PURCHASE INVOLVEMENT Factors of purchase involvement Involvement persistence indicates the duration of involvement intensity. Thus, consumers would have different levels of involvement due to product type, purchase occasion, sales activity (direction), and comparatively short or long time periods (persistence).

PURCHASE INTENTION Purchase intentions represent what consumers think they will buy, and the driving force is the rationality and sensibility of the consumers. (Schiffman and Kanuk, 2000)

PURCHASE INTENTION Purchase intention is a cognitive state reflecting the consumer's plan to buy in a specified time period. (Howard and Sheth, 1969)

PURCHASE INTENTION Moreover, purchase intentions are directly prejudiced by customer satisfaction (LaBarbera and Mazursky, 1983), and some suggest that satisfaction is more influential in forming one’s purchase intentions (Cronin and Taylor, 1994).

PURCHASE INTENTION Also, purchasing intentions constantly arise after consumer perceives value and benefit. It is more exact to predict purchasing behavior about intention. (Graeff, 2003)

PURCHASE INTENTION Engel, Blackwell and Miniard (1995) divide consumer’s evaluating behavior into three parts before shopping. First, fully planned purchase, both the product and brand are chosen in advance.

PURCHASE INTENTION Second, partially planned purchase, intent to buy the product exists, but brand choice is differed until shopping. Third, unplanned purchase, both the product and brand are chosen at point of sale.

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