Online consumer learning as a tool for improving product appropriation |
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| Institution: | 1. IAE Lille (University of Lille), 104 Avenue du Peuple Belge, 59043 Lille, France;2. IAE Lille (University of Lille) – Lille Économie et Management (LEM), 104 Avenue du Peuple Belge, 59043 Lille, France;3. University of Namur – Centre for Research on Consumption and Leisure (CeRCLe), Rempart de la Vierge 8, 5000 Namur, Belgium;1. The Ehrenberg Centre for Research in Marketing, London South Bank University, 103 Borough Road, London SE1 OAA, United Kingdom;2. London South Bank University, 103 Borough Road, London SE1 OAA, United Kingdom;1. Petroleum Exploration Department, Faculty of Mining Engineering, University College of Engineering, University of Tehran, Tehran, Iran;2. Department of Computer Engineering, Faculty of Electrical and Computer Engineering, University of Birjand, Birjand, Iran;3. McGill Center for Bioinformatics, School of Computer Sciences, McGill University, Trottier Building, Room No. 3140, 3630 University Street, Montreal, Quebec, Canada H3A 2B2;4. Department of Mining Engineering, Faculty of Engineering, University of Birjand, Birjand, Iran;1. Rutgers University, School of Business, 227 Penn St., Camden, NJ 08102, United States;2. Villanova University, 800 Lancaster Ave., Villanova, PA 19085, United States;1. Royal Holloway, University of London, UK;2. Brunel University, UK;3. Canterbury Christ Church University, UK |
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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. |
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| Keywords: | Product appropriation Consumer learning e-learning |
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