Unplanned purchase of new products
Unplanned purchase of new products
复制标题
计划外购买新产品
DOI：
10.1016/j.jretconser.2020.102397
复制
发表时间：
2021
影响因子：
10.4
通讯作者：
Hoshino Takahiro
中科院分区：
文献类型：
--
作者：
Kato Ryo;Hoshino Takahiro
制造商希望通过促进计划外的首次购买和鼓励后续的再购买来收回开发新产品的投资。然而，尚未有研究探讨计划外购买与新产品再购买之间的关系。结果是一致的，与我们的预期，这是基于监管焦点理论，表明，如果一个新产品的第一次购买是计划外的，随后的回购往往会增加相比，有计划的尝试购买。我们还发现，这种倾向是更突出的客户谁拥有较高的忠诚度相同或类似类别的产品。
Manufacturers are eager to recoup the investment on developing new products by promoting the unplanned first purchase and by encouraging the succeeding repurchases. However, studies are yet to investigate the relationship between unplanned purchases and the repurchase for new product. The results are consistent with our expectations, which is based on regulatory focus theory, indicating that if the first purchase of a new product is unplanned, the succeeding repurchases tend to increase compared to a planned trial purchase. We also found this propensity is more prominent for customers who have higher loyalty to the same or similar category product.