Online consumer learning as a tool for ...
Type de document :
Compte-rendu et recension critique d'ouvrage
Titre :
Online consumer learning as a tool for improving product appropriation
Auteur(s) :
Steils, Nadia [Auteur]
Lille économie management - UMR 9221 [LEM]
Crié, Dominique [Auteur]
Lille économie management - UMR 9221 [LEM]
Decrop, Alain [Auteur]
Lille économie management - UMR 9221 [LEM]
Crié, Dominique [Auteur]
Lille économie management - UMR 9221 [LEM]
Decrop, Alain [Auteur]
Titre de la revue :
Journal of retailing and consumer services
Pagination :
51-57
Éditeur :
Elsevier
Date de publication :
2018-06
ISSN :
0969-6989
Discipline(s) HAL :
Sciences de l'Homme et Société/Gestion et management
Résumé en anglais : [en]
Online tutorials make access to information easier, faster and more interactive. This research seeks to investigate the role of online knowledge acquisition on the relationship between Internet users and products. In ...
Lire la suite >Online tutorials make access to information easier, faster and more interactive. This research seeks to investigate the role of online knowledge acquisition on the relationship between Internet users and products. In particular, we seek to develop the concept of product appropriation. A survey (N = 810) was conducted using five settings (i.e., different products and online learning media). First, findings support the two-dimensionality of product appropriation (i.e., control and identification). Second, results show a positive relationship between online consumer learning and product appropriation for novices, and a negative relationship for experts. Improved appropriation increases product attitude, word-of-mouth and purchase intention.Lire moins >
Lire la suite >Online tutorials make access to information easier, faster and more interactive. This research seeks to investigate the role of online knowledge acquisition on the relationship between Internet users and products. In particular, we seek to develop the concept of product appropriation. A survey (N = 810) was conducted using five settings (i.e., different products and online learning media). First, findings support the two-dimensionality of product appropriation (i.e., control and identification). Second, results show a positive relationship between online consumer learning and product appropriation for novices, and a negative relationship for experts. Improved appropriation increases product attitude, word-of-mouth and purchase intention.Lire moins >
Langue :
Anglais
Vulgarisation :
Non
Collections :
Source :