Level Of Product Knowledge Research Articles

Purchasing Decisions in Terms of Perceived Quality and Product Knowledge towards Electrical Products

The present research paper investigates the factors influencing purchasing decisions concerning electrical products, specifically focusing on the role of perceived quality and product knowledge. As consumers’ expectations and preferences evolve, understanding how individuals perceive quality and employ product knowledge is crucial for marketers and manufacturers aiming to develop effective marketing strategies. This study aims to contribute to the existing literature by exploring the relationships between perceived quality, product knowledge, and purchasing decisions in the context of electrical products. The research employs a quantitative approach, utilizing a survey questionnaire administered to a diverse sample of consumers. Multiple dimensions of perceived quality are assessed, including durability, reliability, performance, aesthetics, and customer service. Product knowledge is measured by evaluating consumers’ familiarity with technical specifications, features, and brand reputation. The survey also captures demographic variables and purchase-related information to analyse potential variations in purchasing behaviour. The findings reveal a positive correlation between perceived quality and purchasing decisions, indicating that consumers tend to prioritize products with higher perceived quality when making purchasing choices. Moreover, the study highlights the significant impact of product knowledge on purchasing decisions, indicating that consumers with a higher level of product knowledge are more likely to make informed and favourable purchase decisions. Furthermore, the research identifies specific dimensions of perceived quality that have a stronger influence on purchasing decisions, shedding light on the aspects that hold greater importance for consumers in the context of electrical products. The study also examines the moderating role of demographic factors, such as age, gender, and income, on the relationship between perceived quality, product knowledge, and purchasing decisions. The results of this research paper have implications for marketers, manufacturers, and policymakers. Understanding the determinants of consumers’ purchasing decisions can assist in developing targeted marketing strategies, enhancing product development processes, and providing tailored information to consumers. By addressing the factors influencing perceived quality and product knowledge, stakeholders can improve consumer satisfaction and loyalty, leading to long-term success in the highly competitive electrical products market.

Customer Knowledge Analysis of The Decision to Choose Syariah Indonesia Bank Consumer Financing Products

Product knowledge is a collection of information about a particular product ranging from product attributes, product values, and so on, that can provide direction to consumers in deciding to buy or reject the product. Customer decisions in buying banking products can be seen from the level of product knowledge. This study analyses customer knowledge of the decision to choose Bank Syariah Indonesia, Ponorogo Soetta Sub-Branch Office consumer financing products. This study used a qualitative descriptive method. Data collection techniques used observation, interviews, and documentation. The analysis technique uses product knowledge analysis, namely product attributes, functional benefits, psychological benefits, and the value obtained. The most superior product is the Mitraguna financing product with total financing of Rp. 33,000,000,000. The lowest financing is OTO financing of Rp. 1,600,000,000. OTO financing is still rare in demand because it is not a primary need, so customers prefer Mitragun financing or pension financing because it is a primary need. Home financing is the third rank of public interest; although housing is a primary need, people are rarely interested in applying for home financing. Customer knowledge of choosing consumer financing products for Bank Syariah Indonesia Sub-Branch Office Ponorogo Soetta still needs to be higher due to the lack of customers utilizing these financing products functionally and psychologically.

Nexus between Environmental Consciousness and Consumers’ Purchase Intention toward Circular Textile Products in India: A Moderated-Mediation Approach

The textile industry has witnessed rapid growth due to fast fashion and the growing use of textile products, resulting in terribly increasing textile waste and biodiversity and humans. Therefore, a shift from a linear paradigm (take-make-use-discard) to a circular model of textiles production (take-make-use-recycle-remanufacture-reuse) is urgently required. Still, it can only be successful if consumers accept circular textile products (CTP). Hence, the study assesses the direct and indirect (via perceived risks and perceived benefits) influence of environmental consciousness on purchase intention. Moreover, the study also attempts to check the moderating role of product knowledge on the direct links between perceived risks, perceived benefits, and purchase intention such that the indirect effects of environmental consciousness (via perceived risks and perceived benefits) on purchase intention are conditioned at low/high levels of product knowledge. Collecting a sample of 409 respondents from the National Capital Region (NCR) and Aligarh in India, we used SEM to test the direct and indirect effects, while model-14 in Process Macro was used to measure conditional indirect effects. The results show that environmental consciousness directly influences purchase intention and perceived risks, and perceived benefits partially mediate the direct link between environmental consciousness and purchase intention. Further, product knowledge conditionally moderates the indirect effect of EC on PI (via perceived risks and perceived benefits) such that the mediating effects of perceived risks and perceived benefits significantly vary at low/high levels of product knowledge. The findings direct retail managers and decision-making bodies in the Indian textile industry to frame focused strategies for reducing textile waste and protecting the environment by developing bylaws in favor of circular economy and CTP.

Influence of Framing Effect on Consumers' Purchase Intention of Artificial Meat-Based on Empirical Analysis of Consumers in Seven Cities.

Artificial meat is a type of food that has emerged in recent years. It is similar in shape, color, and taste to meat. Its market scale is developing rapidly, and its future development prospect is bright. To explore Chinese consumers’ purchasing intention regarding artificial meat products, this study used the framing effect theory to analyze the differences in consumers’ purchasing intentions under different information frames based on the survey data of 6,906 consumers from seven cities in China. Hierarchical regression and variance analysis explored the moderating effects of consumers’ product knowledge level and health motivation on the frame effect. The results show that consumers’ purchase intention under the positive information frame is significantly higher than that under the negative information frame. Consumers with higher product knowledge levels have higher purchase intention under the positive information frame, whereas consumers with lower health motivation have lower purchase intention under the two information frames. The government and relevant enterprises should focus on promoting positive information about artificial meat products, improving consumers’ cognition level of artificial meat products, guiding consumers to form a scientific diet concept to enhance their purchase intention of artificial meat products, and promoting the healthy development of the artificial meat industry.

Exploring the Prospects for Islamic Home Finance in the UK: Evidence from the Industry Practitioners’ Perspective

The predominant focus of most of the existing literature assessing the potential of Islamic home finance in the UK has been on Muslim customersand also appears to be outdated. This updated study takes a fresh approach, exploring the prospects for Islamic home finance taking into account the UK’s current financial position by involving neglected key stakeholders: independent mortgage consultants. The findings—derived from semi-structured interviews with a sample of ten experienced mortgage brokers—reveal that factors such as affordability (i.e. higher deposits), acceptability (i.e. strict criteria), accessibility (i.e. lack of products and banks),and low levels of product knowledge and recognition have restricted its uptake. The findings also highlight that the Muslim community does not provide a sufficiently large market for Islamic home finance and,as such,it has a limited scope in the UK market.

Business Development Strategy Through Value Creation Analysis in Automotive E-Commerce Platform (Case Study: XYZ Platform)

The Positive growth of automotive industry presents XYZ as an integrated digital automotive platform, which serve e-commerce for new and second hand vehicles. Since XYZ Platform launched, has not contributed to company’s sales growth as well. In spite of macro and micro economic factors, we argue lack of value proposition provided by company. This paper aims to analyze XYZ platform value creation in relation to map business strategy. The study was qualitative research. Value proposition canvas, brand consideration matrix, four-step framework were conducted as tools analysis. Result shown the consumer have a low level of product knowledge and brand consideration of XYZ Platform, even though its value fit with consumer expectation. Furthermore, VPC 1.0 were formulated as business strategy to enhance XYZ Platform Session leads to transaction by considering seven functional element and two emotional elements.

When less is more: the impact of macro and micro social media influencers’ disclosure

ABSTRACT There are growing discussions of social media influencers and their effectiveness in endorsing products. Further, recent policy regulations are requiring social media influencers to disclose sponsored content when using a form of native advertising. This research examined the effect of macro-influencers (high likes) and micro-influencers (low likes) and their disclosure of native advertising sponsorship on consumer evaluations of products. Results from a 2 × 2 experiment first show that consumers exposed to the micro-influencer condition report higher levels of product knowledge, and consumers exposed to the disclosure condition reported the products endorsed by social media influencers to be more attractive. The results also show that when exposed to micro-influencers who disclose, consumers have higher levels of purchase intentions than when exposed to macro-influencers who do not disclose, as well as higher purchase intentions than for posts where sponsorship is not disclosed by influencers. The important findings of this research for theory, practice and policy are discussed.

Investigating online consumers’ responses to product presentation modes

Purpose With the proliferation of virtual reality (VR) applications in electronic commerce, investigations on the effects of VR on consumer responses are important. The purpose of this paper is to examine the effects of online presentation modes (i.e. situational VR, pure VR and picture) on consumer responses for three product types (i.e. geometric, material and mechanical). Design/methodology/approach This study conducted a 3×3 between-subjects experiment to validate the research model and hypotheses. Findings The results revealed that both the situational VR mode and the pure VR mode had a greater impact on product knowledge and purchase intention than the picture mode. The situational VR mode yielded a higher level of product knowledge and purchase intention than the pure VR mode although it was not statistically significant. Furthermore, the pattern of VR modes superiority was found to be consistent across geometric, material and mechanical product types. Originality/value This research study contributes to the VR literature by investigating a new type of VR: situational VR, and offering a more comprehensive picture of consumer responses to online product presentations. The authors then drew the implications from the findings to suggest guidelines for practitioners to efficiently allocate resources and maximize the effectiveness of online presentation modes.

Merging the norm activation model and the theory of planned behavior in the context of drone food delivery services: Does the level of product knowledge really matter?

This study attempted to merge two theories, which included the norm activation model (NAM) and the theory of planned behavior (TPB), in order to explain eco-friendly behavioral intention formation in the context of drone food delivery services. In addition, this study deepened the theoretical framework by considering the moderating role of product knowledge about the pro-environmental role of the drone-based food delivery services. Sixteen hypotheses were tested using a total of 401 samples collected in Korea. The data analysis results indicated that all hypotheses within the model that merged the NAM and the TPB were statistically supported. Furthermore, product knowledge played a moderating role in the relationship between (1) ascribed responsibility and personal norm, (2) attitudes and behavioral intentions, and (3) subjective norm and personal norm.

A RESEARCH ON THE ROLE OF CONSUMER INVOLVEMENT AND PRODUCT KNOWLEDGE LEVELS ON PURCHASING DECISIONS

The aim of the research is to examine the relationship between consumer involvement and product knowledge level with utilitarian (smartphone) and hedonic (cosmetic) products and their purchasing decisions. In this study, data were collected by using survey method which is widely used in data collection in marketing researches. The research was conducted with 456 university students. Factor analysis, independent t test, one way variance (ANOVA) and correlation analysis were used in the study. When the results of the research were examined, it was found out that the perception of the men was statistically high for the interest, hedonic value, the importance of perceived risk and the product knowledge levels for information search and purchasing intention factors. In research on cosmetic products, involvement in consumer interest variable, hedonic value and sign value factors of products and product knowledge level, perception of women in information search and purchase intention were significantly higher.

A Comparative Study on the Fol owing-Consumption of Korean Brand by Chinese Consumers

본 연구는 중국소비자들을 대상으로 한국산 브랜드의 추종소비행동을 살펴보고자 하였다. 지금까지의 연구들은 제품 측면에서의 평가, 문화적 측면에서의 평가, 원산지에 따른 평가 등 다양한 평가기준들을 적용하여 중국소비자들의 소비행동을 파악하였다. 하지만, 이상의 연구들의 많은 공헌에도 불구하고 최근 중국시장에서 일어나고 있는 과도한 추종소비행동을 설명하기에는 다소 부족해 보인다. 본 연구는 이와 같은 현상을 설명하기 위한 도구로 고립공포감(FoMO)에 주목하여 브랜드 추종소비행동에 관한 논의를 성숙시키고자 하였다. 본 연구의 검증결과, 원산지에 대한 정보보다 고립공포감이 소비자들의 감정적 소비심리를 자극하고 추종소비행동까지 이끌어낼 수 있다는 점을 알 수 있었다. 또한 20대와 30대의 청년층은 40대 이상의 장년층에 비해 고립공포감이 높게 나타나 브랜드에 대한 추종소비성향도 강하게 나타남을 알 수 있었다. 한편, 제품의 지식수준이 낮은 소비자일수록 원산지정보나 고립공포감 등의 외부자극에 큰 영향을 받지 않는다는 점을 발견할 수 있었다.The purpose of this study is to examine the following consumption of Korean brands for Chinese consumers. Many studies have been conducted to verify acceptance of Korean brands for Chinese consumers. However, existing studies seem to be somewhat lacking in explaining excessive following consumption behavior in the Chinese market. As a tool to explain this, we focused on the phenomenon of Fear of Missing Out (FoMO) and tried to mature the discussion about the following consumption of the brand. As a result of this study, it was found that consumers are more likely to following consumption in emotional aspects such as FoMO than cognitive information like country of origin. In addition, FoMO is higher in the 20s and 30s than in the 40s, which shows that the following consumption is strong for the brand. On the other hand, it was found that consumers with low product knowledge level are not significantly influenced by external stimuli such as country of origin information or FoMO.

The influence of product knowledge on the relative importance of extrinsic product attributes of wine

ABSTRACTThe purpose of this paper is to examine the influence of product knowledge, both subjective and objective, on the relative importance of four extrinsic product attributes of wine, namely price, age, brand and region of origin. The relative importance of four product attributes is evaluated comparative to consumers’ self-reported and objectively measured knowledge of wine, using the conjoint analysis technique. The results suggest that product knowledge does influence the relative importance of extrinsic wine attributes in product evaluation, with the price of wine shown to be the dominant attribute regardless of the level of product knowledge expertise. Brand, age and region of origin received differing rankings of importance. Across all four levels of product knowledge, consumers navigate their evaluative product decisions according to the midpoint between most and least expensive wines in their consideration set. Price sensitivity appears to heavily impact consumer evaluation strategies, which serves to inform wine pricing strategies.

Do brand communities benefit objectively under-performing products?

PurposeThe purpose of this study is to investigate the effect of brand community participation on new product adoption when the new product is the one which clearly under-performed compared to industry standards.Design/methodology/approachThe data on participation behavior, membership duration and adoption behavior of 5,893 members of three different online communities (two brand forums, one general product forum) were gathered and assessed using a Cox PH model.FindingsResults show that higher participation in a brand community leads to a greater likelihood of adopting objectively under-performing products, while also reducing the likelihood of purchasing rivals’ products. This occurs despite the higher levels of product knowledge possessed by these consumers. The findings also identify a key limiting condition for oppositional loyalty, that it is driven by membership duration, rather than by active participation in the brand community.Originality/valuePrior research on the impact of brand community participation on product adoption has tended to focus on the adoption of products that are objectively superior to competing products. Unfortunately, only one product can be the performance leader in a given market at any time. Thus, managers do not know if brand communities are powerful enough to enhance the likelihood of adopting objectively under-performing products. This manuscript thus provides important insights for managers wishing to launch new products in categories where there are active brand communities.

The Ethical Judgment and Moral Reaction to the Product-Harm Crisis: Theoretical Model and Empirical Research

Based on the dual-process theory of ethical judgment, a research model is proposed for examining consumers’ moral reactions to a product-harm crisis. A national-wide survey was conducted with 801 respondents in China. The results of this study indicate that consumers will react to a product-harm crisis through controlled cognitive processing and emotional intuition. The results of the study also show that consumers view a product-harm crisis as an ethical issue, and they will make an ethical judgment according to the perceived severity and perceived relevance of the crisis. The ethical judgment in the perceived crisis severity and perceived crisis relevance will affect consumers’ condemning emotions in terms of contempt and anger. Through controlled cognitive processing, a personal consumption-related reaction (purchasing intention) is influenced by the perceived crisis severity. Furthermore, a social and interpersonal reaction (negative word of mouth) is influenced by the perceived crisis relevance through the controlled cognitive processing. This social and interpersonal reaction is also influenced by the perceived crisis severity and perceived crisis relevance through the intuition of other-condemning emotion. Moreover, this study finds that the product knowledge negatively moderates the impact of the perceived crisis severity on the condemning emotions. Therefore, when a consumer has a high level of product knowledge, the effect of perceived crisis severity on the condemning emotions will be attenuated, and vice versa. This study provides scholars and managers with means of understanding and handling of consumers’ reactions to a product-harm crisis.

The effects of perceived product-extrinsic cue incongruity on consumption experiences: The case of celebrity sponsorship

The level of congruity is determined by the degree of match or mismatch between an object and its associated attribute. Product evaluations are positively influenced when there is moderate incongruity between a product and its association; this finding is termed the moderate schema incongruity effect (Mandler 1982). The purpose of the current study was to investigate the influence of incongruity between a product and one of its extrinsic cues on consumers' product evaluations. Furthermore, we examined the moderating role of consumers' level of product knowledge. Incongruity was created by partnering a product with a sponsor. We found that consumers who were highly knowledgeable of the product gave the highest taste evaluations to the moderately incongruent product–sponsor pairing, whereas taste evaluations for consumers with low product knowledge did not differ across product–sponsor pairings. The results of our study have important practical implications for marketers, namely that product–sponsor fit can enhance consumers' consumption experiences.

The Role of Private Label Brand Innnovativeness and Product Knowledge Level on the Market Performances

The Role of Private Label Brand Innnovativeness and Product Knowledge Level on the Market Performances

Ethical evaluation by consumers: the role of product harm and disclosure

PurposeThe purpose of this paper is to explore the impacts of product harm, consumers' product knowledge and firms' negative information disclosure on ethical evaluation of a firm, especially, the moderating effects of product knowledge and negative information disclosure.Design/methodology/approachA 3×2×2 between‐subject design with three levels of product harm, two levels of product knowledge, and two treatments of negative information was used in this study. The experimental product is diet food.FindingsThe findings reveal that the level of product harm affects consumers' ethical evaluation. Furthermore, the individual's ethical evaluation will influence his or her purchase intention. The main effect of subjective knowledge is significant while its moderating effect is not significant. It is also found that the negative information disclosure will lower consumer's ethical evaluation of a firm, and the effect of product harm on ethical evaluation will be stronger for harmful products than for harmless products when the negative information is disclosed.Practical implicationsMarketers might need to be especially responsive if their practices result in a diminished reputation for their firms and lost sales. Exploiting the vulnerability of consumers or worsening their situation by marketing harmful products might be evaluated as unethical under principles of justice. It is suggested that marketers include increased disclosures of actual product harm levels relative to industry norms.Originality/valueConsumers' product knowledge and firms' negative information disclosure are integrated into the model, exploring the effect of product harm on consumer's ethical evaluation of a firm and their moderating effects are discussed.

RESEARCH NOTE: THE RELATIONSHIP BETWEEN VACATION CLUB PROGRAM COMPONENTS AND OWNER SATISFACTION: THE CASE OF THE VACATION OWNERSHIP INDUSTRY

The timeshare/vacation ownership segment of the hospitality industry has experienced dramatic growth in recent years. As the segment matures and evolves, the need for consumer education of the components of the product continues to increase. Timeshare owners from one of the leading timeshare companies in the US were surveyed to determine their consumers’ level of product knowledge of 12 different components of the timeshare product, varying from maintenance fees and membership dues to the concept of borrowing and depositing points. The owners were also surveyed to determine their satisfaction level with the timeshare product offerings. Results indicate that the higher the level of knowledge that the owners have of the timeshare product the greater their satisfaction level. The results show the need for continued education of the timeshare owner for lasting satisfaction with their ownership.

Assessing users' product-specific knowledge for personalization in electronic commerce

While many electronic commerce (EC) companies are adopting one-to-one marketing approaches using various personalization technologies to make their products and services unique for the purpose of attracting and retaining customers and improving their completion edges in the EC ecosystem, which, nevertheless, has low entrance barriers for new players to join and further intensify the competition, none or few of them consider a fundamental issue-the user's product-specific knowledge. Our research proposed to add this new domain of the customer's knowledge on appropriate target products into the personalization process as a part of the overall EC strategy for businesses. In this paper, we present our initial design for assessing the user's product-specific knowledge using the proposed innovative method for detecting it directly in a non-intrusive way without asking users to answer or fill out any types of questionnaires. Our method is based on customer's on-line navigation behaviors by analyzing their navigation patterns through pre-trained artificial neural networks. An empirical study designed for a case of EC store selling digital cameras was conducted in our research to prove the concept, and a good preliminary result was derived from the study. For the purpose of comparing the performances between the conventional approach of using questionnaire and the proposed innovative approach of navigation pattern mining, a questionnaire based approach for evaluating the user's product-specific knowledge was designed and incorporated into our knowledge level assessment system (KLAS). Our study result shows that although the pure questionnaire-based KLAS is intrusive and may not be accepted by some users, for those users willing to complete the questionnaire, the proposed navigation pattern approach can be combined with the questionnaire-based approach to create a hybrid KLAS which has a significantly improved accuracy rate in detecting the customer's product knowledge level.

Buyer behavior and procedural fairness in pricing: exploring the moderating role of product familiarity

PurposeThis research proposes studying how consumers' familiarity with products impacts the degree to which consumers are sensitive to a seller's violation of procedural fairness norms in pricing. Past research has either studied the role of familiarity or the role of fairness in influencing consumer behavior. However, it is unclear how familiarity and fairness combine to influence consumer behavior. The present research proposes filling this gap.Design/methodology/approachAn experiment is designed to manipulate consumers' perceptions of procedural fairness of a seller's pricing tactic, and consumers' levels of familiarity with a product. Each variable is manipulated to be either high or low. Thus, outcomes are observed for four purchase conditions.FindingsResults indicate that the degree to which consumers rely on procedural fairness to evaluate a product is related to consumers' level of familiarity with a product. Consumers who are less familiar with a product are more likely to rely on procedural fairness to form purchase intentions. Also, unlike their more knowledgeable counterparts, consumers who are less familiar with a product are more likely to equate procedural fairness with perceived quality.Research limitations/implicationsThe research stresses the need to differentiate between the roles played by procedural and distributive fairness in shaping consumer behavior. The authors study only procedural fairness, but a natural next step for future research is to study simultaneously the role of both facets of fairness.Practical implicationsThe results of our study underscore the importance of following procedural fairness norms especially for retailers who deal in product categories where the pace of innovation is so rapid that it creates a large dispersion in knowledge of product attributes among consumers. The study' findings suggest that in such situations, consumers may rely excessively on cues that signal a seller's adherence to or violation of social norms relevant to business practices. Thus, the authors encourage sellers to monitor keenly levels of product knowledge among their customer base. This would enable sellers to identify situations that merit an enhanced sensitivity to upholding social norms such as procedural fairness.Originality/valueThe paper brings to attention the interaction between consumers' familiarity with a product and procedural fairness in pricing. Although an expectation of procedural fairness underlies all exchanges this research identifies consumers' familiarity as a variable that influences the degree to which procedural fairness is relied on in shaping consumer behavior.