The Effect of Involvement and Value Expectation on Online Consumers’ Behavioral Reactions
Chulho Kim

Abstract
The purpose of this research is to empirically test the effect involvement and value expectation have on online consumers’ behaviors. Qualitative research was conducted using a survey. Research results suggest that the emotional and behavioral reaction can be strengthened based on interaction with involvement and value expectation. Specifically, when shopping online the preference and purchase intention can be strengthened with high involvement and hedonic value expectation. Meanwhile, the influence of value expectation confirmed in this research is meaningful in that it expanded from previous research that viewed value as the ‘result’ of consumer value exchange behaviors. It expanded the concept of value by including the ‘expectation’ of value, a strong motive that makes consumers participate in various web-based marketing communication activities. Moreover, product preference and purchase intention are higher when hedonic value expectation is higher. This suggests that consumers’ emotional and experience aspect is as meaningful in the concept of value as the rational aspect represented by ‘price’ and ‘quality’. Thus, in a web-based consumption environment, this research supports the change in paradigm that consumers’ status as not only logical problem solvers but also experience and entertainment pursuers is rising.

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