What Can Product Trial Offer?: The Influence of Product Trial on Chinese Consumers' Attitude towards IT Product

Kai Sun, Meiyun Zuo and Dong Kong
Additional contact information
Kai Sun: Renmin University of China, Beijing, China
Meiyun Zuo: Renmin University of China, Beijing, China
Dong Kong: Renmin University of China, Beijing, China

International Journal of Asian Business and Information Management (IJABIM), 2017, vol. 8, issue 1, 24-37

Abstract: New IT products emerge constantly and rapidly, which are new and unfamiliar to customers. Compared to customers in Europe and North America, generally speaking, most of Chinese customers have lower knowledge about the product, and then have lower beliefs and intention to adopt or purchase the new IT product. Product trial is an important and effective marketing method to promote and improve consumers' beliefs about new IT product. However, previous studies do not clearly discuss the effect of consumers' beliefs about product after product trial. In the present paper, authors try to discuss the relationship between beliefs after trial with consumers' attitude and intention to purchase. Results reveal that not every belief after trial have the same effect on consumers' attitude and intention to purchase.

Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 18/IJABIM.2017010102 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jabim0:v:8:y:2017:i:1:p:24-37

Access Statistics for this article

International Journal of Asian Business and Information Management (IJABIM) is currently edited by Patricia Ordóñez de Pablos

More articles in International Journal of Asian Business and Information Management (IJABIM) from IGI Global
Bibliographic data for series maintained by Journal Editor ().