Abstract

In this study, I define involvement is a approach motivating state induced by the interactions of enduring baseline interests for a given stimulus and situation-specific involvement such as that situational saliency, personal relevance, and goal-directed arousal capacity. In this definition, enduring baseline involvement is defined as enduring, ongoing, and basic involvement for a given stimulus, and situation-specific involvement is induced by situation specfically at a given time. This involvement measures is limited in enduring baseline involvement because the operation of situation-specific involvement is not included in this study. 240 female subjects rate 25-item bipolar adjective scale of 7-point for two products(female clothing and toothpaste) identifying each as high and low involvement product in the past studies. The results of this study are that the factors of constructing for products are different and involvement constructing components are more than one, that is, are multidimensional rather than single. By and large, it is that the factors consturcting the enduring baseline involvement are affactive, cognitive, image, and risk. And this studs suggests a involvement measurement scale composed highly factor-loading 13-item bipolar adjectives for each four factors.