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Online consumer learning as a tool for improving product appropriation

Author

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  • Nadia Steils

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - ULCO - Université du Littoral Côte d'Opale - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Dominique Crié

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - ULCO - Université du Littoral Côte d'Opale - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Alain Decrop

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.

Suggested Citation

  • Nadia Steils & Dominique Crié & Alain Decrop, 2018. "Online consumer learning as a tool for improving product appropriation," Post-Print hal-01820710, HAL.
    • Handle: RePEc:hal:journl:hal-01820710
    DOI: 10.1016/j.jretconser.2018.04.007
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    2. Kim, Minseong, 2022. "How can I Be as attractive as a Fitness YouTuber in the era of COVID-19? The impact of digital attributes on flow experience, satisfaction, and behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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