Online consumer learning as a tool for improving product appropriation

Nadia Steils, Crié, Dominique and Alain Decrop
Authors registered in the RePEc Author Service: Dominique Crié

Journal of Retailing and Consumer Services, 2019, vol. 46, issue C, 51-57

Abstract: 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.

Keywords: Product appropriation; Consumer learning; e-learning (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Working Paper: Online consumer learning as a tool for improving product appropriation (2018)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:46:y:2019:i:c:p:51-57

DOI: 10.1016/j.jretconser.2018.04.007

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