Vol. 10 No. 3 (2022): Business & Management Studies: An International Journal

The moderating role of product involvement in the effect of attitude towards print advertisements on purchase intention: A study on female consumers

Assist. Prof. Dr., Zonguldak Bülent Ecevit University, Zonguldak, Turkiye
Res. Assist., İstanbul Gelişim University, İstanbul, Turkiye

Published 2022-09-25


  • Reklama Yönelik Tutum, Satın Alma Niyeti, Ürün İlgilenimi, Düzenleyici Etki, Kadın Tüketiciler
  • Attitude towards Advertising, Purchase Intention, Product Involvement, Moderating Effect, Female Consumers

How to Cite

BAŞARAN, Ümit, & YILDIZ, M. (2022). The moderating role of product involvement in the effect of attitude towards print advertisements on purchase intention: A study on female consumers. Business & Management Studies: An International Journal, 10(3), 1118–1144. https://doi.org/10.15295/bmij.v10i3.2101


In this study, the effect of the attitude towards print advertisements on the intention to purchase the product and the moderating role of product involvement on this effect is investigated in terms of female consumers. In this context, data were collected through a structured questionnaire technique from 500 female consumers aged 18 and over living in Turkey, using two different printed advertisement images with feminine and masculine gender identity codes for the wristwatch product. In the data analysis, explanatory factor analysis, confirmatory factor analysis, regression analysis for direct effects, and moderation analysis for moderating effects were performed via the PROCESS macro. As a result of the analyzes, the attitude of female consumers towards advertising influences their intention to purchase the product for both advertisement images. In addition, as the product involvement levels of female consumers increases, the effect of their attitude toward advertising on their intention to purchase heightens. This finding shows that product involvement positively moderates the relationship between attitude towards advertising and purchase intention.


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