A Cross-Cultural Examination of Product Involvement, Purchase Decision Involvement and Information Search Related to Food

摘要: Abstract The examination of consumer involvement and information search is well established in the marketing literature, however cross cultural these relationships virtually nonexistent. This research examines differences between consumers Australia South Korea. findings indicate that product influences purchase decision influence search, while does not. also across Australian Korean respondents’ levels search. As such, this paper adds to knowledge by addressing calls literature for accepted theory countries outside North America (Doran, 2002, Patterson Smith, 2003). Introduction There are growing validation theories within behaviour (eg: Doran, 2002; Following on from earlier work (Brown O’Cass, 2005), focus here (product decision) external related food purchase. Herein, argued be a unique valuable context study, particularly so area behaviour. Unlike many products services commonly studied research, consumption necessary; indeed, it physiological need paramount human survival. With mind, products, whether they branded, as case packaged or non-branded, like fresh meaningful which may applied.