1. 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:

2. LITERATURE REVIEW Purchase Motivation Purchase Involvement
Purchase Intention

3. 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.

4. 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)

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

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

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

8. 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.

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

10. 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.

11. 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.

12. 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.

13. 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.

14. 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.

15. 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.

16. 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).

17. 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)

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

19. 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).

20. 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)

21. 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.

22. 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.

23. Thank you for your listening!!