Author(s): Santos, Susana Fernandes dos ; Gonçalves, Helena Martins
Date: 2021
Persistent ID: http://hdl.handle.net/10400.5/25100
Origin: Repositório da Universidade de Lisboa
Subject(s): Product Involvement; Information Search Behavior; Involvement Dimensions; Mobile; fsQCA; Logistic Regression Analysis
In the study, we examine how specific involvement dimensions based on cognitive and affective involvement explain information search for products of different involvement levels (i.e., clothing and kitchenware). The study also assesses two aggregated models, one of which measures the dimensional differences among mobile users and non-users. Further, it uses a logistic analysis and fsQCA with data derived from online and personal surveys. The findings of the logistic regression show that information attainment is a significant dimension that explains the likelihood of search in all models, but enjoyment is a significant dimension solely for mobile users. Contrarily, the fsQCA results indicate combinational effects for the absence of search and for the presence of mobile use. Low levels of the dimensions related to cognitive involvement lead to the absence of search. In turn, high levels of the dimension associated with both cognitive and affective involvements determine search with mobile devices. This study enriches the involvement literature with findings that can assist marketing managers in designing differentiated strategies that intend to involve consumers in the current mobile environment.
This work was supported by FCT, I.P
