The purpose of this study was to examine the difference between consumers with different involvement levels on the demographics and purchase decision process. The questionnaire of our survey was conducted to collect data by using EKB Model. Return rate was 97% (N=387). Data were analyzed by frequency analysis, descriptive analysis, chi-square test, t-test and factor analysis. The results of the study were summarized as follow: 1. Consumers with high and low involvement levels were significantly different on the demographics variables including age, education and monthly income. 2. Consumers with high and low involvement levels were significantly different on the purchase decision process variables including motivation, information search, alternative evaluation and part of purchase.