Research On Consumer’s Online Product Involvement

The product involvement is a paramount concept when it comes to the study of the relationship between consumer and commodity in modern consumer market. As a key model, FCB Grid model is playing a critical role in this field. With the rapid progress of online shopping market, the trading mode is changing dramatically. However, is the involvement between consumer and commodity coming into a brand-new change in this complex online environment? Is the product involvement in traditional FCB Grid still a useful reference for online communication strategy? Based on this, this research is to study the consumer product involvement online and rethink about the effectiveness of such involvement in FCB Grid. In this regard,to further explore the consumer commodity involvement, IWOM and Online promotion is introduced to clear out their relations.Four typical products in FCB Grid such as cars, fashion clothes, food and drinks are selected as study objects. Online questionnaires are conducted randomly, collecting287effective questionnaires. After credit test, study methods as descriptive statistics,one sample T-test, independent sample T-test, relevant analysis, analysis of multiple stepwise regression and data procession are used.The main innovation and results of this research are as follows:Innovation:The FCB Grid validity under the Internet is verified and concluded:1.On the Internet, the FCB Grid is still working for the division of cars, fashion clothes,food and drinks.2. On the Internet, the type of cars’involvement in FCB Grid shows no significant change.3.On the Internet, the type of fashion clothes’ involvement in FCB Grid shows no significant change. 4.0n the Internet, the type of food’s involvement in FCB Grid shows no significant change.5.0n the Internet, the type of drinks’involvement in FCB Grid shows no significant change.Two important factors on the Internet are introduced:IWOM and Online promotion,and the relationships between IWOM, Online promotion and consumer’s online involvement are studied.The results are as follows:6.IWOM is highly predictive to the involvement and thinking trend of cars, and predictive to the thinking trend when it comes to fashion clothes, food and drinks.7.Online promotion is highly predictive to the thinking trend in fashion clothes,but can’t predict the involvement of clothes. However, Online promotion is unable to predict the involvement and thinking trend when it comes to fashion clothes, food and drinks.