了解实物试用对做出正确购物决定的作用

IF 1.3 Q3 BUSINESS RAUSP Management Journal Pub Date : 2024-07-24 DOI:10.1108/rausp-12-2023-0245
Philippine Loupiac, Emmanuelle Le Nagard
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引用次数: 0

摘要

目的在全渠道分销发展的背景下,本研究旨在了解试用产品如何以及为何能帮助人们做出正确的购买决策(即事后不会后悔的决策)。研究结果研究结果表明,试用产品能让我们评估产品的适用性,从而提高购买意向。研究局限/意义本文丰富了产品试用文献,并为销售渠道如何在全渠道分销中进行组合提供了新的启示。社会意义帮助消费者做出更好的决策,可以减少再次购买和产品退货的频率,从而最大限度地减少消费对社会的影响。原创性/价值本研究的原创性在于采用了混合方法,让人们全面了解消费者试用产品的原因以及他们是如何试用的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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Understanding the role of physical trial for good shopping decisions

Purpose

In the context of omnichannel distribution development, this study aims to understand how and why trying products out helps people make good purchase decisions (i.e. decisions that they do not regret later).

Design/methodology/approach

The paper uses mixed methods consisting of an experiment (n = 162), a series of interviews with consumers (n = 16) and in-store observations (n = 202).

Findings

Results show that trying products out allows us to evaluate how they will fit, which increases purchase intention. They also indicate that trying leads to better decision-making.

Research limitations/implications

This paper enriches product trial literature and sheds new light on how sales channels combine in omnichannel distribution.

Practical implications

The conclusions of this research will be useful to retailers who want to help consumers make better purchasing decisions.

Social implications

Helping consumers make better decisions minimizes the societal impact of consumption by reducing the frequency of re-purchases and product returns.

Originality/value

The originality of this research lies in using mixed methods, providing a complete understanding of why consumers try products out and how they do so.

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来源期刊
CiteScore
3.30
自引率
5.00%
发文量
22
审稿时长
30 weeks
期刊最新文献
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