Effects of customer feedback level and (in)consistency on new product acceptance in the click-and-mortar context |
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Authors: | Emery Yao Ruolian Fang |
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Affiliation: | a Gatton College of Business & Economics, University of Kentucky, Lexington, KY 40506, United States b Carlson School of Management, University of Minnesota, Minneapolis, MN 55455, United States c W. Frank Barton School of Business, Wichita State University, Wichita, KS 67260, United States |
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Abstract: | We propose that feedback level and inconsistency jointly affect potential customers' acceptance of new products. We conducted two studies, one with a two-by-two design in which feedback level and inconsistency were constructed as binary categories, and the other with a continuous design of feedback level and inconsistency. We found that (1) higher feedback level and lower inconsistency increase customer acceptance; (2) feedback inconsistency moderates the relationship between feedback level and customer acceptance; and (3) extremely negative feedback has more significant impact than do moderately negative or extremely positive ones. |
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Keywords: | Customer feedback Perceived risk New product acceptance |
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