Online consumer learning as a tool for ...
Document type :
Compte-rendu et recension critique d'ouvrage
Title :
Online consumer learning as a tool for improving product appropriation
Author(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]
Journal title :
Journal of retailing and consumer services
Pages :
51-57
Publisher :
Elsevier
Publication date :
2018-06
ISSN :
0969-6989
HAL domain(s) :
Sciences de l'Homme et Société/Gestion et management
English abstract : [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 ...
Show more >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.Show less >
Show more >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.Show less >
Language :
Anglais
Popular science :
Non
Collections :
Source :