Online consumer learning as a tool for improving product appropriation

Nadia Steils, Dominique Crié and Alain Decrop ()
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Nadia Steils: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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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.

Date: 2018-06
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Published in Journal of retailing and consumer services, 2018, 46 (C), pp.51-57. ⟨10.1016/j.jretconser.2018.04.007⟩

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Journal Article: Online consumer learning as a tool for improving product appropriation (2019)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01820710

DOI: 10.1016/j.jretconser.2018.04.007

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