Skip to Main content Skip to Navigation
Journal articles

Online consumer learning as a tool for improving product appropriation

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.
Complete list of metadata
Contributor : Isabelle Celet Connect in order to contact the contributor
Submitted on : Friday, June 22, 2018 - 8:58:04 AM
Last modification on : Tuesday, April 12, 2022 - 4:12:04 PM




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



Record views