An investigation of the high and low involvement decision making process used when purchasing leisure services for the first time /
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| Other Authors: | , , , |
| Format: | Thesis Book |
| Language: | English |
| Published: |
1990.
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| Subjects: | |
| Online Access: | ProQuest, Abstract Link to OAKTrust copy |
| Abstract: | The objectives of this study were (a) to measure involvement levels of first time consumers of a selected leisure service and to differentiate those with high and low involvement levels; (b) to determine if consumers with high and low involvement can differentiate salient attributes of choice alternatives; (c) to determine the decision process (hierarchy-of-effects) used by customers who were either high or low in both involvement level and ability to differentiate; and (d) to ascertain if the purchase was a trial or nontrial. The study consisted of a two stage process. First, in-depth interviews of a small sample of high and low involved first time purchasers was used to gain a qualitative understanding of the decision process. Content analysis was used to interpret the data. The second phase used a self administered survey instrument of a larger second sample to measure respondents' involvement levels, ability to differentiate, and hierarchy-of-effects used. Respondents in both phases were screened prior to participation to ensure that they were purchasing the leisure service for the first time. Results of the hypothesis testing suggest that there was no significant difference between high and low involvement groups in ability to differentiate, or in the involvement levels of high and low ability to differentiate groups. The low prepurchase and high post purchase attitude development of most of the respondents suggests that the Single/Integrated Hierarchy (cognitive-evaluative-affective-conative) was applicable. The high trial purchase rating of those low in both involvement and ability to differentiate, and their low prepurchase attitude development suggest that this group followed a five stage, cognitive-affective-conative (trial purchase) - affective - conative, hierarchy-of-effects. In addition, most purchases were made without careful consideration or effort. The results also suggest that first time purchasers of leisure services were highly involved, and that the ability to differentiate played a significant role in the decision making process. Implications for leisure service managers were discussed. Directions for future research into leisure service decision making and the role of involvement level and ability to differentiate were also outlined. |
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| Item Description: | Typescript (photocopy). Vita. "Major subject: Recreation and Resources Development." |
| Physical Description: | xv, 294 leaves : illustrations ; 29 cm |
| Bibliography: | Includes bibliographical references. |