Assessing the effects of consumer product involvement upon brand sensitivity

作者：Yanrong Hu^*; Jun Wu; Chong Wu

来源：Journal of Convergence Information Technology, 2012, 7(17): 556-563.

DOI：10.4156/jcit.vol7.issue17.65

• Brand sensitivity
• Consumer buying
• Correlation analysis
• Product selection
• Young consumers

Consumer buying decision-making behavior has been the focus of consumer behavior research. How do consumers choose products? What are the most sensitive factors in product selection process of consumers? These problems are always hot issues in the field of consumer behavior research. The paper utilizes correlation analysis, regression analysis and other statistical methods to assess the effects of consumer product involvement upon brand sensitivity. The results are as follows: consumer product involvement will affect the consumer brand sensitivity significantly. There is no significant difference between gender, age, education and brand sensitivity. However, brand sensitivity of female consumer is higher than that of male consumer, brand sensitivity of young consumer is higher than that of old consumer, and consumers of low education degree for brand sensitivity are higher than that of high education degree.

• 出版日期2012