The influence of consumer involvement on quality signals perception

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to analyse the moderating effect of consumer involvement level in the influence exerted by perceived quality on consumer perceived risk, trust, satisfaction and loyalty. The paper seeks to conduct this analysis for a protected designation of origin (PDO) food product, the cured ham "Jamón de Teruel". This analysis aims to distinguish perceived quality in terms of intrinsic and extrinsic attributes of PDO. Design/methodology/approach -Data were obtained using a structured questionnaire. Specifically, consumers were asked to indicate their level of agreement or disagreement with a series of statements based on a seven-point Likert scale. After completion of fieldwork, an analytic process (exploratory and confirmatory reliability analysis) was performed to obtain 441 valid questionnaires. A multi-sample model was applied to analyse the effect level of consumer involvement in the proposed model. Findings -The results suggest that the influence of quality attributes on consumers' perceived risk, trust, satisfaction and loyalty is substantially different between consumers with a high involvement level and consumers with low involvement. In addition, substantial differences were also found in the influence of intrinsic and extrinsic quality attributes on the model being analysed. The results of the analysis show that for the group of highly involved consumers the influence of both intrinsic and extrinsic perceived quality on the consumers' loyalty level is clearly higher. Practical implications -Managers of PDO food products need to understand how consumer involvement level regarding their products influences consumers' decision-making processes. Thus, PDO managers should take advantage of the situation that those highly involved consumers in this kind of product are more receptive to their advertisements. Moreover, promotion of PDO food products based on the quality, tradition and know-how of certain brands may make the consumer reach higher attention levels in an easier manner, so that their loyalty levels towards the brands will be reinforced. Originality/value -The paper analyses the moderating effect of consumer involvement of a traditional P...

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