外文翻译--购买决策的参与：消费价值观的探索性研究(编辑修改稿)

外文翻译--购买决策的参与：消费价值观的探索性研究(编辑修改稿)内容摘要：

in situations characterized by low consumer involvement and significant brand differences. Consumers undertake variety seeking buying behaviour in situations characterized by low consumer involvement but significant brand differences. It has been observed that consumers often indulge in active information search, invest large amount of time, critically evaluate the information that is available, when they are highly involved in a purchase decision. Although it is risky to generalize, as consumers are different, involvement tends to be greater under any of the following conditions Consumers lack information about alternatives for satisfying their need. A large amount of money is involved. The product has considerable social importance. The product is seen as having a potential for providing significant benefits. Although the theories themselves appear to be straight forward, it has been difficult to operationalize them because of great variation in conceptualization and measurement of involvement itself. There is no single, widely accepted meaning of involvement because the term has been neither carefully defined nor conceptualized. One review identified five types of involvement: ego involvement, mitment, munication involvement, purchase importance and extent of information review identified Involvement Theory with advertising products and with purchase decisions. Some researchers see the person, product and situation as the major ponents of involvement. Others define low involvement as purchase situations in which there is little information search and no attitude formation regarding the product prior to purchase. Some studies have tried to differentiate between brand involvement and product involvement, others differentiate between situational enduring and response involvement. Despite the lack of agreement about the definition of involvement, it is generally regarded as important consumer behaviour, which constrain and receive a great deal of research attention. But definition is not the only problem。 there are also problems of measurement. Researchers who regard involvement as a cognitive state are concerned with the measurement of ego involvement, risk perception, and purchase importance. Similarly researchers who focus on the behavioural aspect of involvement measure such factors as the search for and evaluation of product information. Some researchers consider decision time an effective measure of involvement. Others argue that involvement should be measured by the degree of importance the product has to the buyer. Before the degree of involvement can be identified, the researcher must define exactly what it is that should be measured ego, motivation, task involvement, situational variables, or what. It is clear that solid and widely accepted measure of product involvement need to be developed. Laurent and Kapferer (1 985) summarized that not one single parameter of involvement could satisfactorily describe, explain, or predict involvement. And, therefore, proposed that researchers should use an involvement profile to specify more fully the nature of the relationship between a consumer and a product category. Thus, they produced five antecedents or facets of involvement. These facets are: perceived importance of he product。 perceived importance of negative consequences of a mispurchase。 subjective probability of a mispurchase。 hedonic value of the product class。 perceived sign (abstract) value of the product. In a related study done by Engel, Blackwell, and Miniard (1993) proposed an Engel, Kollatt, and Blackwell (EKB) model of consumer behaviour served as a theoretical framework for proposing relationships between the variables expected to influence tourists’ souvenirpurchasing behaviour. The EKB model proposes that the product evaluation process leading to purchase decision consists of four key ponents: beliefs, attitudes, evaluative criteria, and intention. In addition, product evaluation is influenced by individual characteristics, including personality, lifestyles, motives, values, norms, and reference groups (Engel, B。