The Effect of Hedonic Presentation on Consumers’ Willingness to Pay and Purchase Intention for Minimally Branded Products Online

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-03-28 DOI:10.1080/10496491.2022.2054901

Jing Yang, J. Mundel, P. Huddleston, B. Behe

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引用次数: 3

Abstract

Abstract When evaluating products, consumers rely on cues to infer characteristics such as perceived value and quality. The availability of intrinsic and extrinsic cues to aid in the decision-making process is limited when shopping online, given that consumers rely on website descriptions about the product, limiting opportunities for personal visual inspection. Potted plants are a unique area of study for marketers given that these products often have minimal branding (extrinsic) cues, resulting in heightened examination of intrinsic cues such as the overall plant health. When shopping for minimally branded products online, a hedonic web shopping environment might be able to provide consumers with extrinsic attributes to help compensate for the lack of physical interaction with the product. This current study investigated the effects of hedonic/utilitarian presentation of minimally branded products (e.g., live potted plants) on consumers’ willingness to pay and purchase intention. A 2 (retail brand: hedonic vs. utilitarian) x 3 (product presentation: hedonic vs. utilitarian vs. both) between-subject experiment was conducted. Results showed that hedonic presentation of minimally branded products has potential to positively influence consumers’ purchase intention and willingness to pay. Managerial implications and future research are also discussed.

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Hedonic演示对消费者在线支付意愿和购买最小品牌产品意愿的影响

摘要在评估产品时，消费者依靠线索来推断感知价值和质量等特征。在网上购物时，帮助决策过程的内在和外在线索的可用性是有限的，因为消费者依赖于网站上对产品的描述，限制了个人视觉检查的机会。盆栽植物是营销人员的一个独特研究领域，因为这些产品通常具有最小的品牌（外在）线索，从而加强了对内在线索的检查，如植物的整体健康状况。当在网上购买最低品牌的产品时，享乐的网络购物环境可能能够为消费者提供外在属性，以帮助弥补与产品缺乏物理互动的问题。本研究调查了最低品牌产品（如活盆栽）的享乐/功利表现对消费者支付意愿和购买意愿的影响。在受试者之间进行了一项2（零售品牌：享乐与功利）×3（产品展示：享乐与功利主义与两者兼有）的实验。结果表明，最低品牌产品的享乐呈现有可能对消费者的购买意愿和支付意愿产生积极影响。还讨论了管理含义和未来的研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.