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First-time buyers' subjective knowledge and the attribute preferences of Chinese car buyers

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  • Qian, Lixian
  • Soopramanien, Didier
  • Daryanto, Ahmad

Abstract

This research focuses on the subjective knowledge of first time buyers (FTBs hereafter) and how it influences their preference attributes in a market, more specifically, the emerging Chinese car market. Previous research has considered the difference in the subjective knowledge of a product between owners and non-owners but does not account that some non-owners have stronger intentions to make a purchase. Yet, the impact of the purchase goal of FTBs on their subjective knowledge remains unexplained. This research demonstrates that the effect of the purchase goal on subjective knowledge is moderated by product ownership. Specifically, the findings show that the purchase goal only affects the level of subjective knowledge of FTB but not those of potential repurchasing buyers. Furthermore, when segmenting potential FTBs on the basis of their subjective knowledge, the segment of potential FTBs with higher subjective knowledge display similar attribute preferences to owners, while the preference differences are observed when segmenting potential buyers into owners and non-owners. From a managerial perspective, the findings of the research demonstrate the value of using subjective knowledge for consumer segmentation when targeting car buyers.

Suggested Citation

  • Qian, Lixian & Soopramanien, Didier & Daryanto, Ahmad, 2017. "First-time buyers' subjective knowledge and the attribute preferences of Chinese car buyers," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 189-196.
    • Handle: RePEc:eee:joreco:v:36:y:2017:i:c:p:189-196
    DOI: 10.1016/j.jretconser.2017.01.004
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    3. Tapas Ranjan Moharana & Debashree Roy & Garima Saxena, 2023. "Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 432-448, September.
    4. Obuobi, Bright & Zhang, Yifeng & Adu-Gyamfi, Gibbson & Nketiah, Emmanuel & Grant, Martin Kobby & Adjei, Mavis & Cudjoe, Dan, 2022. "Fruits and vegetable waste management behavior among retailers in Kumasi, Ghana," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    5. Yang, Song & Ding, Shiqing & D’Alessandro, Steven, 2018. "Are all Chinese shoppers the same? Evidence of differences in values, decision making and shopping motivations between the Han majority and other minorities in China," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 24-34.
    6. Naderi, Iman & Paswan, Audhesh K. & Guzman, Francisco, 2018. "Beyond the shadow of a doubt: The effect of consumer knowledge on restaurant evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 221-229.
    7. Wu, Min & Yuen, Kum Fai, 2023. "Initial trust formation on shared autonomous vehicles: Exploring the effects of personality-, transfer- and performance-based stimuli," Transportation Research Part A: Policy and Practice, Elsevier, vol. 173(C).

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