Abstract Involvement extent of consumers is influenced by a variety of involvement antecedents, and involvement extent and purchase willingness are significantly correlated; among the involvement antecedents, marketing stimuli is significantly related to personal interest and involvement extent and other factors are generally related or weakly related; involvement extent is a mediating variable in consumer behaviors. Based on the characteristics of Chinese market and the difference in consumer behaviors, the author verified the relationship among these variables and concluded that marketing stimuli is the greatest positive factor. Meanwhile, the statement “Good wine is also afraid of deep alley” was also verified. So enterprises should be oriented toward consumers’ needs, make integrated marketing communications strategy and carry out effective marketing.
LENG Xiong-Hui. An Empirical Study on the Relationship among Involvement Antecedents,Involvement Extent and Purchase Willingness of Consumers. Economic Survey, 2012, 1(2): 0125.
2012, Vol. 1 
