不太重要的产品属性的显著性

IF 8.6 2区 管理学 Q1 BUSINESS
Jihye Park, Dongwoo Ko
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引用次数: 0

摘要

最初购买时在线评论所反映的产品属性的重要性,可能会在积极或消极的产品使用经历之后发生变化。本研究的目的是调查正面或负面的产品消费经历是否会影响人们对产品属性重要性认知的变化,并根据属性的在线质量评分影响后续的产品选择。一系列实验表明,在购买前的过程中,与某一属性预期相关的重要性会在该属性的负面消费体验之后发生变化。结果表明,在经历负面属性体验后,属性重要性和产品选择都会发生变化。在消费过程中出现故障的不太重要的属性在随后的购买中变得更加重要(研究 1)。然而,这种重要性的转变并不是对所有属性都适用;只有在属性中等重要时才会出现这种情况(研究 2)。本研究通过强调产品属性重要性权重的动态变化,为现有的在线评论文献提供了宝贵的实证研究结果。我们鼓励电子商务从业者允许正式购买者不受时间限制地留下产品评论,为反映用户的终身消费体验提供一个平台。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Salience of Less Important Product Attributes

The significance of product attributes, as reflected in online reviews during the initial purchase, may undergo changes following positive or negative product usage experiences. The purpose of this research was to investigate whether positive or negative product consumption experiences influence shifts in the perceived importance of product attributes and subsequent product choices, based on online quality ratings by attributes. A series of experiments demonstrated that the importance associated with an attribute's expectation in the pre-purchase process shifted after a negative consumption experience with that attribute. The results showed that a change in both attribute importance and product choice following a negative attribute experience. A less important attribute that malfunctioned during the consumption experience became more crucial in the subsequent purchase (Study 1). However, this shift in importance may not be universal for all attributes; it was observed only when the attribute was moderately important (Study 2). This study contributes valuable empirical findings to the existing literature on online reviews by highlighting dynamic shifts in the importance weight of product attributes. E-commerce practitioners are encouraged to allow formal purchasers to leave product reviews without time constraints, providing a platform for reflecting users' lifelong consumption experiences.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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