Consumer involvement profiles: An application of consumer involvement in mobile industry

This paper investigates consumer involvement profile among people who intend to purchase mobile devises. The study considers the effects of various factors influencing on purchase intention including consumers’ personal characteristics such as age, gender, income as well as some external factors including advertisement. The study uses a questionnaire in Likert scale, originally developed by O’Cass (2000) [O’Cass, A. (2000). An assessment of consumersʹ product, purchase decision, advertising and consumption involvement in fashion clothing. Journal of Economic Psychology, 21, 545-576.]. The questionnaire has been distributed among 385 people, randomly who purchased mobile devices from a mall in city of Tehran, Iran. Using Pearson correlation test, the study has concluded that oral advertisement as well as consumer purchase involvement have positive and strong relationship with consumer’s purchase intention. In terms of age, people aged 20-30 maintained the highest purchase intention. In addition, in terms of gender, men had more purchase involvement than women did.