The drive to understand the purchasing and consumption behaviour of individuals and
market segments has created signicant interest in the construct of involvement. The aim
of the research is to examine the effect of consumer involvement on purchase decision
among customers of Mobile in iran. The research method is a descriptive survey. The
statistical population consists of students of Isfahan University in isfahan. The sample
included 210 customers, which were selected randomly. Data have been collected by a
researcher-developed questionnaire and sampling has been done through census and
analyzed using SPSS and PLS. The validity of the instrument was achieved through
content validity and the reliability through Cronbach Alpha and composite reliability.
The results of hypothesis testing indicate that there is a significant relationship between
consumer involvement and purchase decision.
کلید واژگان :
consumer involvement, purchase decision, of Mobile phone
