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卷入作为研究消费者行为活动的重要影响因素,受到研究者们的广泛关注。本文主要介绍了自卷入出现以来国内外对卷入的定义和分类,在此基础上探讨了卷入的经典理论模型及其测量方法。
Involvement as an important influencing factor in the study of consumer behavior activities has attracted widespread attention from researchers. This article mainly introduces the definition and classification of entanglement at home and abroad since the introduction of the intrusion. Based on this, it discusses the classical theoretical model involved in the investigation and its measurement methods.