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Interaction effects of media and message on perceived complexity, risk and trust of innovative products

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  • Molina-Castillo, Francisco-Jose
  • Lopez-Nicolas, Carolina
  • Soto-Acosta, Pedro

Abstract

Firms frequently make quality claims when launching new products in the market. However, little is known about the interaction effects that occur between the media (online/offline channels of distribution) and the message (making/not making quality claims) when new products are launched. By sampling 568 online and offline customers of ICT products, we demonstrate that using quality claims is advisable only in the online context. Specifically, ICT products are perceived less complex and more trustworthy when quality claims are advertised online. In addition, perceived complexity and perceived risk are higher in the offline context than in the online context when product quality claims are used. Therefore, firms should be aware of which quality claims they introduce on their websites so as not to interfere with the product launch. This study adds to the body of research on Internet advertising and innovative products. This study is also useful for marketers who wish to improve the advertising efficiency (in terms of content and media) of innovative and complex products to consumers.

Suggested Citation

  • Molina-Castillo, Francisco-Jose & Lopez-Nicolas, Carolina & Soto-Acosta, Pedro, 2012. "Interaction effects of media and message on perceived complexity, risk and trust of innovative products," European Management Journal, Elsevier, vol. 30(6), pages 577-587.
  • Handle: RePEc:eee:eurman:v:30:y:2012:i:6:p:577-587
    DOI: 10.1016/j.emj.2012.07.005
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    2. Zafer Akýn & Ý. Erdem Seçilmiþ, 2015. "Risk Behavior, Risk Perception and Online Shopping: An Experimental Approach," IPEK Working Papers 1507, Ipek University, Department of Economics, revised Sep 2015.
    3. Nguyen, Tuyet-Mai & Viet Ngo, Liem & Paramita, Widya, 2022. "Turning lurkers into innovation agents: An interactionist perspective of self-determinant theory," Journal of Business Research, Elsevier, vol. 141(C), pages 822-835.
    4. Bassem Kahouli & Amine Nafla & Nahla Chaaben & Zied Elleuch, 2023. "Exploring the Influence of the Information and Communication Technology Dimensions on the Sustainability of Competitiveness in Small and Medium-sized Enterprises in the Hail Region," Sustainability, MDPI, vol. 15(23), pages 1-19, November.
    5. Francisco-Jose Molina-Castillo & Noemi Sinkovics & Rudolf R. Sinkovics, 2021. "Sustainable Business Model Innovation: Review, Analysis and Impact on Society," Sustainability, MDPI, vol. 13(16), pages 1-4, August.

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