[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 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.
Disciplines :
Marketing
Author, co-author :
Steils, Nadia ; Université de Liège - ULiège > HEC Liège : UER > UER Management : Strategic Marketing Management ; IAE Lille (University of Lille), Lille, France
Crié, Dominique; IAE Lille (University of Lille) – Lille Économie et Management (LEM), Lille, France
Decrop, Alain; University of Namur – Centre for Research on Consumption and Leisure (CeRCLe), Namur, Belgium
Language :
English
Title :
Online consumer learning as a tool for improving product appropriation
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