功能性IT产品首次试用和重复试用对消费者态度的影响有什么不同？

doi:10.16381/j.cnki.issn1003-207x.2018.1154

Abstract

Abstract: Along with technology development, many innovative information technology products' functions cannot be understood by consumers easily. For these IT products, product trial is treated as an effective marketing tool. However, previous studies only focus on consumers' first-time interaction with the product. There is no analysis of the internal factors affecting consumers' product attitude when they repeat product trials. Therefore, in order to cover these research gaps, filed study method is used to analyze consumers' behaviors characteristics and mechanism of attitude change when they try the product at the first time and repeat the product trial. The research findings of this paper make up for the gaps of previous studies, which mainly focus on consumers' first trial. Suggestions are provided for the marketing design of product trial.

Key words: product trial, trial frequency, cognitive response, emotional response

CLC Number:

C931.6

SUN Kai, ZUO Mei-yun, WU Yi-bing. What are the Differences in the Impact of the First Trial and the Repeated Trial of Functional IT Products on Consumer Attitudes?[J]. Chinese Journal of Management Science, 2021, 29(6): 202-210.

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What are the Differences in the Impact of the First Trial and the Repeated Trial of Functional IT Products on Consumer Attitudes?

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