（節(jié)選）外文翻譯--購(gòu)買(mǎi)決策的參與消費(fèi)價(jià)值觀(guān)的探索性研究

1、<p>　　出處：Misra R K, Agrawal R. Purchase Decision Involvement: An Exploratory Study on Consumer Values[J]. Management & Labour Studies, 2003, 28(3):271-277.</p><p>　　中文3900字，2385單詞，13500英文字符</p>

2、;<p><b>　　一、譯文</b></p><p>　　購(gòu)買(mǎi)決策的參與：消費(fèi)價(jià)值觀(guān)的探索性研究</p><p>　　RK Misra，R Agrawal</p><p>　　每個(gè)消費(fèi)者每天都會(huì)面臨作出同時(shí)購(gòu)買(mǎi)多種產(chǎn)品的決定，有很多的因素在影響消費(fèi)者進(jìn)行購(gòu)買(mǎi)決策參與程度，其中的一個(gè)因素是消費(fèi)者在生活中的個(gè)人價(jià)值觀(guān)或者消費(fèi)偏好。這

3、些價(jià)值觀(guān)，會(huì)影響消費(fèi)者在購(gòu)買(mǎi)各種各類(lèi)的產(chǎn)品時(shí)作出的決策。本文試圖通過(guò)訪(fǎng)問(wèn)分別在兩個(gè)年齡組（18——24歲和30——35歲）的200名消費(fèi)者，以了解消費(fèi)者購(gòu)買(mǎi)決策的參與度和個(gè)人價(jià)值觀(guān)之間的關(guān)系。</p><p>　　在貿(mào)易自由化之前，市場(chǎng)上的產(chǎn)品特點(diǎn)是低質(zhì)量、高價(jià)格和很少的可供選擇的產(chǎn)品類(lèi)別。隨著經(jīng)濟(jì)的全球化，大量?jī)?yōu)質(zhì)的具有競(jìng)爭(zhēng)力價(jià)格的產(chǎn)品被提供。因此，今天的消費(fèi)者可以挑選不同類(lèi)別的產(chǎn)品。</p>&

4、lt;p>　　這種選擇各種不同類(lèi)別產(chǎn)品的行為，在消費(fèi)者行為研究中被稱(chēng)為購(gòu)買(mǎi)決策。因此，消費(fèi)中不同的參與程度被稱(chēng)為購(gòu)買(mǎi)決策的參與。對(duì)消費(fèi)者關(guān)于產(chǎn)品購(gòu)買(mǎi)參與的市場(chǎng)研究理論的建立，可以應(yīng)用于企業(yè)關(guān)于品牌定位策略和促銷(xiāo)策略。Laurent、Kapferer (1985)認(rèn)為，應(yīng)該是在與消費(fèi)者的溝通中了解購(gòu)買(mǎi)決策的認(rèn)知來(lái)源，并獲得消費(fèi)者在消費(fèi)過(guò)程中主動(dòng)觀(guān)察的動(dòng)態(tài)畫(huà)面。</p><p>　　消費(fèi)行為的研究人員一直試圖界

5、定和描述購(gòu)買(mǎi)參與，但一直沒(méi)有統(tǒng)一的想法或意見(jiàn)(Cohen，1983；Laurent、Kapferer,，1985；Mittal and Lee， 1989)。根據(jù)Mittal和Lee (1989)，參與被認(rèn)為是反映個(gè)人與他的基本價(jià)值觀(guān)、目標(biāo)和自我概念 (Engel、 Blackwell, 1982)的程度。同樣，Greenwald、Levitt（1984）認(rèn)為，參與是指?jìng)€(gè)人的相關(guān)性或相關(guān)產(chǎn)品的重要性。而Mitchell（1981）提出的

6、參與是一個(gè)內(nèi)部狀態(tài)變量，表示感知，興趣和誘發(fā)需求的一個(gè)特定的刺激或情境；Park、 Mittal（1985）將它作為一個(gè)目標(biāo)導(dǎo)向的激勵(lì)能力。 </p><p>　　從上述定義，可以將參與概括為動(dòng)機(jī)、激勵(lì)、或者興趣的狀態(tài)，這種狀態(tài)存在于購(gòu)買(mǎi)過(guò)程。它的形成動(dòng)力是當(dāng)前環(huán)境、產(chǎn)品或通訊（外部變量）和過(guò)去的經(jīng)驗(yàn)、自我中心值（內(nèi)部變量），它會(huì)影響產(chǎn)品搜索的類(lèi)別、過(guò)程和決策。根據(jù)Mittal、Lee （1989）的定義，參與是

7、從需求、動(dòng)機(jī)和利益上直接涉及到目標(biāo)對(duì)象。</p><p>　　因此，消費(fèi)者的購(gòu)買(mǎi)行為可以分為復(fù)雜的、習(xí)慣性的，單一的和多樣化的，取決于買(mǎi)方的參與程度和品牌之間的差異程度。消費(fèi)者進(jìn)行復(fù)雜的購(gòu)買(mǎi)行為是因?yàn)樵诟叩南M(fèi)參與和購(gòu)買(mǎi)的產(chǎn)品品牌之間有較高的差異性。單一的購(gòu)買(mǎi)行為是因?yàn)橄M(fèi)者在高參與下，產(chǎn)品的價(jià)格高但是風(fēng)險(xiǎn)少，并且消費(fèi)者看到了產(chǎn)品品牌之間的差別并不大。消費(fèi)者購(gòu)買(mǎi)行為趨于習(xí)慣性是因?yàn)榈偷南M(fèi)參與和顯著的品牌差異。消

8、費(fèi)者進(jìn)行多樣化的購(gòu)買(mǎi)行為是因?yàn)榈偷南M(fèi)參與品牌之間沒(méi)有顯著的差異。據(jù)觀(guān)察，消費(fèi)者往往偏向于積極的產(chǎn)品信息搜索，投入大量的時(shí)間，審慎評(píng)估可用的信息，他們是高參與到購(gòu)買(mǎi)決策中。雖然這種行為有一定的風(fēng)險(xiǎn)，但是不同的消費(fèi)者，參與程度變大往往是根據(jù)以下任何一個(gè)條件：</p><p>　　1、消費(fèi)者缺乏滿(mǎn)足他們需要的產(chǎn)品的替代品的信息</p><p>　　2、需要大量的購(gòu)買(mǎi)資金</p>

9、<p>　　3、該產(chǎn)品具有相當(dāng)大的社會(huì)意義</p><p>　　4、該產(chǎn)品被視為具有可以提供很大的效益的潛力</p><p>　　雖然理論研究本身似乎一直在向前發(fā)展，但是它一直難以實(shí)施，因?yàn)閰⑴c本身的概念和測(cè)量都在發(fā)生很大的變化，沒(méi)有一個(gè)唯一的，被普遍廣泛接受的含義。因?yàn)閰⑴c這個(gè)詞一直沒(méi)有被仔細(xì)地定義和概念化。有個(gè)文獻(xiàn)評(píng)論將參與確定為五種類(lèi)型：自我參與、承諾參與、溝通、購(gòu)買(mǎi)重要性

10、的程度和信息的搜索。另一種觀(guān)點(diǎn)認(rèn)為參與理論與產(chǎn)品廣告和購(gòu)買(mǎi)決策有關(guān)。一些研究人員認(rèn)為，人、產(chǎn)品和位置是參與的重要組成部分。其他定義認(rèn)為低參與的購(gòu)買(mǎi)情況下，很少對(duì)產(chǎn)品有關(guān)信息進(jìn)行搜索，在購(gòu)買(mǎi)之前也沒(méi)有形成積極的態(tài)度。</p><p>　　一些研究試圖區(qū)分品牌參與和產(chǎn)品參與，區(qū)分態(tài)度持久和參與響應(yīng)。盡管缺乏關(guān)于參與的一致的定義，但是參與通常被視為重要的消費(fèi)行為，被很多學(xué)者進(jìn)行了關(guān)注和研究。但定義不是唯一的問(wèn)題，也有測(cè)

11、量方面的問(wèn)題。研究人員認(rèn)為參與是關(guān)于自我參與、風(fēng)險(xiǎn)感知和購(gòu)買(mǎi)的重要性方面的測(cè)量。同樣，研究人員集中在行為參與方面的有關(guān)因素，如產(chǎn)品信息和評(píng)價(jià)的搜索等因素。一些研究者認(rèn)為，參與是一個(gè)有效的決定措施。另有一些人認(rèn)為，參與應(yīng)該由該產(chǎn)品所引起的消費(fèi)者的重視程度去衡量。在確定參與程度之前，研究者必須定義它到底是什么，應(yīng)該是衡量自我，參與動(dòng)機(jī)，參與任務(wù)，情景變量或者什么的。它是很明確的，需要被廣泛接受的。</p><p>　

12、　Laurent、Kapferer（1985）總結(jié)，沒(méi)有一個(gè)單一參數(shù)的可以很好地描述，解釋?zhuān)蝾A(yù)測(cè)參與。因此，建議研究人員在分析參與時(shí)應(yīng)該更充分的研究消費(fèi)者的個(gè)人資料和產(chǎn)品類(lèi)別之間的關(guān)系。因此參與有五個(gè)方面，這些方面是：他的產(chǎn)品感知重要性，感知誤購(gòu)的消極后果的重要性、誤購(gòu)的主觀(guān)概率、享樂(lè)價(jià)值的產(chǎn)品檔次、知覺(jué)符號(hào)產(chǎn)品的價(jià)值。</p><p>　　Engel、Blackwell、Miniard（1993）做了相關(guān)研究

13、，提出Engel、Blackwell、Miniard（EKB）模型作為消費(fèi)者行為理論框架，提出影響游客紀(jì)念品購(gòu)買(mǎi)行為變量之間的關(guān)系。EKB模型的提出，確定產(chǎn)品購(gòu)買(mǎi)決策評(píng)估過(guò)程的四個(gè)關(guān)鍵組成部件：信念，態(tài)度，評(píng)價(jià)標(biāo)準(zhǔn)和意向。此外，影響產(chǎn)品的評(píng)價(jià)的個(gè)體特征，包括個(gè)性，生活方式、動(dòng)機(jī)、價(jià)值觀(guān)、規(guī)范和參考群體（Engel、Blackwell、Miniard 1993）。在此模型的基礎(chǔ)上，實(shí)證模型制定了上述研究，納入購(gòu)買(mǎi)決策的參與和紀(jì)念品評(píng)價(jià)影響

14、的變量。消費(fèi)者的一般特征，如個(gè)人的價(jià)值觀(guān)和對(duì)其他文化的態(tài)度，預(yù)計(jì)到影響他們旅行的具體特點(diǎn)（旅游業(yè)風(fēng)格）。從上述研究中預(yù)測(cè)，個(gè)人的價(jià)值觀(guān)，反過(guò)來(lái)也會(huì)影響三種產(chǎn)品的購(gòu)買(mǎi)決定，即房子、汽車(chē)和娛樂(lè)用品。 </p><p>　　從上面的回顧，它可以將影響購(gòu)買(mǎi)決策的參與可視化，并制訂個(gè)人的價(jià)值觀(guān)和購(gòu)買(mǎi)決策參與之間的關(guān)系。在這里的個(gè)人的價(jià)值觀(guān)的偏好會(huì)指導(dǎo)他們的生活。Rokeach（1972）定義的個(gè)人的價(jià)值觀(guān)值為一個(gè)持久的信念

15、，有一個(gè)特定的行為或存在狀態(tài)模式，個(gè)人和社會(huì)是可能存在相反的行為或狀態(tài)或逆向模式。從這個(gè)定義，它是明確的，有不同的價(jià)值，過(guò)程值和終端值。過(guò)程值是結(jié)束的手段，他們指導(dǎo)行動(dòng)的預(yù)期目標(biāo)，但如果他們違反意愿創(chuàng)造了痛苦、憤怒和內(nèi)疚的感情。另一個(gè)過(guò)程值，如道德價(jià)值觀(guān)，人際關(guān)系。同樣終端值是有關(guān)指導(dǎo)個(gè)人行為的終止?fàn)顟B(tài)或所期望的目標(biāo)，可能有個(gè)人或社會(huì)取向。如果一個(gè)人內(nèi)心和諧和感恩，那么重點(diǎn)就是放在個(gè)人內(nèi)部的水平，而如果一個(gè)人內(nèi)心是給世界和平與平等，然后

16、重點(diǎn)的方向是對(duì)人際關(guān)系。因此可以這樣理解，這兩種類(lèi)型的價(jià)值觀(guān)影響一個(gè)人做任何活動(dòng)（Kalhe，1983； Rokeach,，1968，1973）。許多研究都發(fā)現(xiàn)，價(jià)值觀(guān)在時(shí)間上是一致的或持久（Beatty，1985）的。</p><p><b>　　方法論</b></p><p>　　分析：這是一個(gè)使用探索性研究的調(diào)查方法，找出購(gòu)買(mǎi)決策的三個(gè)影響因素如年齡、價(jià)值觀(guān)、產(chǎn)

17、品類(lèi)別。</p><p>　　示例：它包括200個(gè)lndore 和Allahabad的受訪(fǎng)者。在18——24歲和30——34歲年齡組，采用隨機(jī)抽樣技術(shù)。平均年齡的受訪(fǎng)者是18.27年和32.76年分別。</p><p>　　措施：兩個(gè)工具被用來(lái)衡量受訪(fǎng)者個(gè)人價(jià)值和購(gòu)買(mǎi)決策的參與。該工具由Kahle（1983）測(cè)量上9點(diǎn)規(guī)模，“1”=非常不重要到，“9”=非常重要。使用Mittal（1989

18、）開(kāi)發(fā)的工具來(lái)衡量購(gòu)買(mǎi)決策參與，它包括四個(gè)項(xiàng)目范圍從“1”=最不關(guān)心，“7”=高度關(guān)注與響應(yīng)。數(shù)據(jù)的收集是有一定的管理措施，確保受訪(fǎng)者他們閱讀問(wèn)卷每個(gè)部分的指示說(shuō)明，確保完成問(wèn)卷所有題目，確保他們給予每個(gè)產(chǎn)品類(lèi)別答復(fù)。</p><p>　　數(shù)據(jù)分析：對(duì)數(shù)據(jù)進(jìn)行分析，使用t檢驗(yàn)和相關(guān)分析，包括每個(gè)產(chǎn)品類(lèi)別，跨年齡組和重要價(jià)值。</p><p><b>　　結(jié)果與討論</b&g

19、t;</p><p>　　從表1顯示，不同的兩個(gè)年齡組在房子以及汽車(chē)產(chǎn)品的購(gòu)買(mǎi)決策的參與差異上是不顯著，既不在0.05的水平，也不在0.01的水平。這可能是因?yàn)槭聦?shí)上，在他們的生活中購(gòu)買(mǎi)房子和汽車(chē)對(duì)年輕人和中年人在支付上有同等的重要性，因?yàn)樗婕熬薮蟪杀竞烷L(zhǎng)期投資。而購(gòu)買(mǎi)娛樂(lè)用品，兩個(gè)年齡組之間的在0.01水平上有顯著性差異，普遍認(rèn)為，因?yàn)槟贻p一代更重視樂(lè)趣和享受。</p><p>　　結(jié)

20、果在表2顯示,將高度的責(zé)任感和成就感做為受訪(fǎng)者一種價(jià)值觀(guān)，發(fā)現(xiàn)這類(lèi)消費(fèi)者在所有產(chǎn)品類(lèi)別比較和決定時(shí)有較高的購(gòu)買(mǎi)參與，這種價(jià)值觀(guān)表現(xiàn)為消費(fèi)者的自我尊重和安全。由此可以得出結(jié)論，成就感是影響購(gòu)買(mǎi)決策參與的，因?yàn)樗且粋€(gè)最終狀態(tài)（標(biāo)記為終值），每一個(gè)人都會(huì)去努力實(shí)現(xiàn)（Rokeach，1982）。</p><p>　　同樣，比較個(gè)人價(jià)值對(duì)整個(gè)配對(duì)產(chǎn)品類(lèi)別的影響，很明顯在表2看出在房子和娛樂(lè)用品上，受訪(fǎng)者在以安全為主導(dǎo)的價(jià)

21、值時(shí)，在0.01水平的水平上，購(gòu)買(mǎi)決策參與方式之間存在顯著性差異。可以推斷，人們無(wú)法通過(guò)購(gòu)買(mǎi)娛樂(lè)來(lái)獲得安全，而可以通過(guò)購(gòu)買(mǎi)房子獲得安全，因?yàn)榉孔釉诿總€(gè)人的生活中是非常關(guān)鍵的。</p><p>　　同樣的受訪(fǎng)者以成就感為主導(dǎo)的價(jià)值觀(guān)時(shí)，在購(gòu)買(mǎi)房子和汽車(chē)用品是有較高的購(gòu)買(mǎi)決策?？梢钥吹竭@么一個(gè)事實(shí)，住宅是每一個(gè)人生活需要的基本部分，而汽車(chē)始終也是一個(gè)價(jià)格比較高的商品，人們很重視這兩樣產(chǎn)品，所以在支付時(shí)也會(huì)相對(duì)重視。&

22、lt;/p><p>　　調(diào)查結(jié)果還顯示，對(duì)于許多常規(guī)的低參與的購(gòu)買(mǎi)，這部分購(gòu)買(mǎi)行為具有買(mǎi)方價(jià)值不大，交易成本低的特點(diǎn)。事實(shí)上，這個(gè)過(guò)程可能是完全自動(dòng)的。 </p><p>　　而對(duì)于普通客戶(hù)的交易，買(mǎi)方獲得的產(chǎn)品或服務(wù)的一部分是在一些努力的情況下實(shí)現(xiàn)的，買(mǎi)雜貨和空中旅行的費(fèi)用往往是這種類(lèi)型。在這里，買(mǎi)方必須施加一些合理的努力來(lái)獲取貨物或服務(wù)，并需要額外的服務(wù)才能順利進(jìn)行?？蛻?hù)努力增加意味著買(mǎi)家

23、在購(gòu)買(mǎi)過(guò)程中的獲得更高的既得利益。</p><p>　　最后，高級(jí)客戶(hù)的交易成本發(fā)生時(shí)，需要顧客在購(gòu)買(mǎi)過(guò)程中大量的投資。對(duì)于消費(fèi)市場(chǎng)，他們高參與消費(fèi)商品有房子，汽車(chē)或兒童的醫(yī)療保健等。對(duì)于這些產(chǎn)品，消費(fèi)者投資大量時(shí)間，精力和金錢(qián)，此時(shí)完善的交易規(guī)則和服務(wù)是非常重要的。</p><p>　　因此，可以得出結(jié)論，購(gòu)買(mǎi)決策的參與是依賴(lài)于交易成本以及買(mǎi)方擁有價(jià)值。</p><p

24、><b>　　結(jié)論</b></p><p>　　這項(xiàng)研究結(jié)果清楚地表明，個(gè)人價(jià)值觀(guān)顯著影響各種產(chǎn)品的購(gòu)買(mǎi)決策參與，尤其是房子。這兩個(gè)年齡組的研究中，對(duì)個(gè)人是至關(guān)重要的價(jià)值觀(guān)：被充分尊重，安全感，自尊，成就感的九個(gè)值進(jìn)行了測(cè)量。雖然很明顯地從這項(xiàng)研究中得出價(jià)值觀(guān)影響各種產(chǎn)品的購(gòu)買(mǎi)決策參與，但還需要進(jìn)一步研究，找出受訪(fǎng)者價(jià)值體系是否存在交互作用，以做出購(gòu)買(mǎi)決策。</p>&l

25、t;p>　　除上述因素外，各年齡組的范圍從18到60歲，受訪(fǎng)者的收入水平和性別也應(yīng)加以研究，得出它們?cè)趥€(gè)人價(jià)值與購(gòu)買(mǎi)決策的參與之間一個(gè)適當(dāng)?shù)穆?lián)系，這些可以作為一個(gè)中間變量。</p><p><b>　　二、英文</b></p><p>　　PURCHASE DECISION INVOLVEMENT: AN </p><p>　　EXP

26、LORATORY STUDY ON CONSUMER VALUES </p><p>　　Dr. Rajnish K. Misra , Richa Agrawal </p><p>　　Every consumer day in and day out is faced with taking decisions while purchasing various products.

27、 How far they are involved in their decisions is dependent on many factors. One such factor is the personal values or preferences that an individual has in one’s life. These values guide the consumer in making purchase d

28、ecisions about various categories of products. The present paper attempts to understand the relationship between purchase decision involvement and personal values among 200 responde</p><p>　　The pre-liberali

29、zation scenario was characterized by low quality, high priced and fewer choice in different product categories. With the globalization of Indian economy, large number of quality products is available at competitive pric

30、es. The consumers today are therefore, forced to choose from the variety of product categories. </p><p>　　This choice of product from different product categories, in consumer behavior researches is referre

31、d to as purchase decision. Thence, level of involvement for that purchase decision is called purchase decision involvement. </p><p>　　The use of involvement theory in market research has helped to construct

32、 profiles of products and consumers and can therefore be applied as a promotional strategy for brand positioning and facilitating the consumers in making better purchase decisions. Laurent and Kapferer (1985) were of th

33、e view that understanding the sources of involvement provides a dynamic picture of the consumers subjective situation and gives clues to the appeals that should be made in communicating with consumers. </p><p

34、>　　Consumer behaviour researchers have tried to define and describe purchase involvement, but it has always been referred as conglomeration of ideas and views (Cohen, 1983; Laurent and Kapferer, 1985; Mittal and

35、Lee, 1989). According to Mittal and Lee (1989), involvement is said to reflect the extent of personal relevance to the individual in terms of his / her basic values, goals and self-concept (Engel and Blackwell, 1982).

36、Similarly Greenwald and Levitt (1984) view that high involvement m</p><p>　　From the above definitions, it can be summarized that involvement is a state of motivation, arousal or interest. This state exists

37、 in process. It is driven by current situation, products or communication (external variables) and past endurance; ego or central values (internal variables). Its implications are types of searches, processes, and deci

38、sion making, while definition by Mittal and Lee (1989) directly relate involvement to goal object, and thus to needs, motives and benefits. </p><p>　　Consumers buying behaviour can therefore, be classified

39、into complex, habitual, dissonance reducing and variety seeking behaviour, depending on the degree of buyer involvement and the degree of difference among brands. Consumers undertake complex buying behaviour in situation

40、s characterized by high consumer involvement in purchase and significant difference among brands. Dissonance reducing buying behaviour occurs when consumers are highly involved in an expensive, infrequent or risky purcha

41、se, </p><p>　　Consumers lack information about alternatives for satisfying their need. </p><p>　　A large amount of money is involved. </p><p>　　The product has considerable soc

42、ial importance. </p><p>　　The product is seen as having a potential for providing significant benefits. </p><p>　　Although the theories themselves appear to be straight forward, it has been diff

43、icult 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

44、defined nor conceptualized. One review identified five types of involvement: ego involvement, commitment, communication involvement, purchase importance and extent of information search.Another revie</p><p>

45、;　　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

46、widely accepted measure of product involvement need to be developed. </p><p>　　Laurent and Kapferer (1 985) summarized that not one single parameter of involvement could satisfactorily describe, explain, or

47、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 an

48、tecedents or facets of involvement. These facets are: perceived importance of he product; perceived importance of negative consequences of a mis-purcha</p><p>　　In a related study done by Engel, Blackwell,

49、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’ souvenir

50、-purchasing behaviour. The EKB model proposes that the product evaluation process leading to purchase decision consists of four key components: beliefs, attitudes, evaluative criteria, and intention. In addition, product

51、 evaluation is </p><p>　　From the above review, it can be visualized the factors influencing purchase decision involvement, and draw the relationship between personal values and purchase decision involvement

52、. Here values are preference people have that guide them in their life. Rokeach (1972) has defined value, as an enduring belief that has a specific mode of conduct or end-state of existence, is personally and socially p

53、referable to an opposite or converse mode of conduct or end-state of existence. From this definit</p><p>　　Similarly terminal values are concerned with guiding the individual actions towards end state or de

54、sired goals, which may either have personal or social orientation. If a person places importance to inner harmony and salvation, then the focus in at intra-personal level whereas, if importance is given to the world pe

55、ace and equality then the orientation of individual is towards interpersonal relationships. Therefore, it can be understood that these two types of values influence whatever </p><p>　　Methodology <

56、/p><p>　　Study: It is an exploratory study using the survey method to find out the implications of factors such as age and values people hold on the purchase decision involvement across three product categorie

57、s. </p><p>　　Sample: It comprised of 200 respondents of lndore and Allahabad. In the age group of 18-24 and 30-34 years using a random sampling technique. </p><p>　　The average age of the respo

58、ndents was 18.27 years and 32.76 years respectively. </p><p>　　Measures: Two tools were used to measure the personal values of the respondents and the purchase decision involvement. The tool developed by Kah

59、le (1983) for measuring the twelve values on a nine point scale ranging from ‘1’ = very unimportant to ‘9’ = very important. The other tool used to measure the purchase decision involvement was developed by Mittal (1989

60、). It comprised of four items with response ranging from ‘l’= least concern to ‘7’ = high concern. The data was collected by administe</p><p>　　Data Analysis: The data were analyzed using T- tests and corr

61、elation analysis for each product category across the age group and important values. </p><p>　　Results and Discussion </p><p>　　As evident from Table -1, the difference in the purchase decisio

62、n involvement for both house as well as automobile product is not significant neither at 0.05 level nor at 0.01 level for both the age groups. This may be because of the fact that younger and the middle aged respondents

63、pay equal importance to the purchase of house and automobile, as it involves huge cost and a long term investment in their life. While purchasing entertainment goods, the difference is significant between two age gr<

64、/p><p>　　Findings in Table -2 show that respondents with a high sense of accomplishment as a value have higher purchase decision involvement across all product categories in comparison to those having values of

65、 self-respect, security and being self-respected. It can be concluded that the sense of accomplishment is influencing the purchase decision involvement because it is an end state (labeled as terminal value) towards whic

66、h every one strives to achieve'(Rokeach, 1982). </p><p>　　Similarly, on comparing influence of personal values across paired product category, it is evident from Table-2 the difference between means for

67、 purchase decision involvement for house and entertainment goods is significant at 0.01 level in respondents with security as dominant value. It can be inferred that people cannot derive security by purchasing an enterta

68、inment good rather they go for purchasing a house because the decision to purchase a house is very critical in every one's life. </p><p>　　Likewise respondents having sense of accomplishment as dominan

69、t value is also having higher purchase decision involvement for house than that for automobile goods. It can be viewed from the fact that house is part of the basic needs of every individual and therefore, while comparin

70、g the two it is important to see how much importance people pay to these products, and when ranked the automobile will always become a luxury in comparison to house. </p><p>　　The findings implicate that as

71、in buyer-seller exchange, it is assumed that some component of service is present, even if it is nothing more than locating or bagging. For many routine or low involvement purchases, this service component may be of li

72、ttle value to the purchaser beyond the expected norms surrounding the acquisition. These situations are characterized by low customer-transaction costs. Straight re-buys exemplify low customer- transaction cost situati

73、ons for industrial purchaser</p><p>　　While moderate customer-transaction costs are present in situations involving some effort on the part of the purchaser to obtain the product or service, the costs for

74、 grocery shopping and air travel tend to be of this type. Here the buyer must exert some reasonable effort to acquire the goods or services, and additionally require that the service component be satisfactorily performed

75、. The increase in customer effort means that the purchaser is more vested in the buying process. Modified re-b</p><p>　　Finally, high customer-transaction costs occur when the customer is heavily invested

76、in the purchase process. For consumer markets, they occur with high involvement goods such as a house, car, or a child's medical care. With these products, consumers invest a great amount of time, effort, and money

77、in consummating the transaction and the service component is generally very important. New task buys fit into this category for industrial firms. </p><p>　　Therefore, it can be concluded from the above that

78、the purchase decision involvement is dependent on the transaction cost as well as the values the buyer possesses. </p><p>　　Conclusion </p><p>　　Findings of this study clearly indicate that that

79、 there is significant influence of personal values on purchase decision involvement of various products especially house. The values that are of crucial importance to individuals are being well respected, security, self

80、 respect, sense of accomplishment out of nine values that have been measured across the two age groups in this study. </p><p>　　Though it is clear from this study that values do influence the purchase decis

81、ion involvement for various products it requires further study to find out whether needs of the respondents interacts </p><p>　　with their value system while they make purchase decisions. Besides the above f

82、actors, the various age groups ranging from 18 to 60 years, income level and gender of the respondents should also be studied to derive an appropriate link between the personal values and the purchase decision involvem