Proceedings of 4th Global Business and Finance Research Conference
25 - 27 May 2015, Marriott Hotel, Melbourne, Australia
ISBN: 978-1-922069-76-4
The Relationship between Consumer Self-Confidence and
Product Involvement - A Case in the
Taiwan Mobil Phone Market
Chung-Lin Doung
Consumer self-confidence originated from the self-esteem of the psychology, and was
integrated into a completed construct recently. Although self-confidence would affect the
consumption’s performance and the degree of involvement, there are not many related
researches and practical test. According consumer self-confidence dimensions proposed
by Bearden et al. (2001) and Zaichkowsky’s (1985) involvement theory, there are four
purposes in this research, i.e.: to explain the consumer self-confidence along with
consumers’ consumption experience and the habit of media; to confirm its relationship in
the involvement theory; to examine Bearden et al.’s (2001) consumer self-confidence
measurement validation in Taiwan; and to discuss its relationship between product
involvement degree and consumer behavior.
The owners of mobile phone in Taiwan increase radically during these years. Consumers
are familiar with the information of mobile phone whenever these are new products or new
brands coming into market. Research framework and hypothesis were proposed to
examine. Structured questionnaires were used to collect data from mobile phone
consumers all over the island, and 415 completed questionnaires were put into analysis.
Statistic methods, including factor analysis, t-test, ANOVA and multiple regression, are
used for further examination.
Research result showed that consumer self-confidence dimensions are different from
those of Bearden et al. (2001), and are made up with consideration-set, persuasion
knowledge, personal outcomes, marketplace interfaces, and social outcomes. From the
hypotheses and tested result, the higher consumer self-confidence is the higher degree of
product involvement. We inferred that consumer self-confidence might be an antecedent
of the product involvement. Conclusion and suggestions for theory and practical implicate
are proposed for mere understanding the application about relationship between consumer
self-confidence and Involvement theory.
Keywords: Consumer Self-Confidence, Involvement Theory, the Degree of Product
Involvement, Consumer Buying Behavior.
Track: Marketing – Consumer Behavior
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Chung-Lin Doung, Ph. D. candidate, Business Administration, National Chengchi University, Taiwan,
Email: linoscar@ms38.hinet.net, Telephone: 886-937458697