Online consumer learning as a tool for improving product appropriation - Archive ouverte HAL Access content directly
Journal Articles Journal of Retailing and Consumer Services Year : 2018

Online consumer learning as a tool for improving product appropriation

Dominique Crié
  • Function : Author
  • PersonId : 1235012
Alain Decrop
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  • PersonId : 1033352

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.
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hal-01820710 , version 1 (22-06-2018)

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Nadia Steils, Dominique Crié, Alain Decrop. Online consumer learning as a tool for improving product appropriation. Journal of Retailing and Consumer Services, 2018, 46 (C), pp.51-57. ⟨10.1016/j.jretconser.2018.04.007⟩. ⟨hal-01820710⟩
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