The Investigation of Relationship between Product Involvement and Consumer Risk Perception

Abstract

The purpose of this study focuses on the relationship between product involvement and consumer risk perception. More specifically, the findings from the empirical study generally support the research hypotheses and the motivational process model of product involvement and consumer risk perception. The subjects were 380 of the potential buyers of cars in BGs' (Bahman Group) dealer in Tehran. Structural Equation Modeling (SEM) with Lisrel software was used for the data analysis. This study present a conceptual motivational process model, explicating the processes by which involvement and consumer risk perception are caused and influence one another, as well as subsequent behavioral responses of consumer. An empirical study, carry out to test the motivational process model and hypothesized casual relationships find overall support.