Effects of customer feedback level and (in)consistency on new product acceptance in the click-and-mortar context

Emery Yao, Ruolian Fang, Brian R. Dineen and Xin Yao

Journal of Business Research, 2009, vol. 62, issue 12, 1281-1288

Abstract: We propose that feedback level and inconsistency jointly affect potential customers' acceptance of new products. We conducted two studies, one with a two-by-two design in which feedback level and inconsistency were constructed as binary categories, and the other with a continuous design of feedback level and inconsistency. We found that (1) higher feedback level and lower inconsistency increase customer acceptance; (2) feedback inconsistency moderates the relationship between feedback level and customer acceptance; and (3) extremely negative feedback has more significant impact than do moderately negative or extremely positive ones.

Keywords: Customer; feedback; Perceived; risk; New; product; acceptance (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:12:p:1281-1288

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