Incidental curiosity and consumer intention to obtain unknown information: Implications for new product adoption and self-tracking behaviour

2021 ◽  
Author(s):  
Daoyan Jin ◽  
Hallgeir Halvari ◽  
Natalia Maehle ◽  
Christopher P. Niemiec
Keyword(s):  
Consumer Behaviour ◽  
Perceived Value ◽  
New Product ◽  
Product Adoption ◽  
New Product Adoption

Curiosity has a powerful influence on consumer behaviour, and previous research has tended to focus on how curiosity affects the desire to obtain curiosity-relevant, unknown information. Yet an interesting question, which was the focus of the present research, concerns the effect of incidental curiosity on intention to obtain curiosity-irrelevant, unknown information. A set of three experiments provided systematic support for the hypotheses that incidental curiosity will increase the intention to obtain curiosity-irrelevant, unknown information (both product-related and self-related) in a way that is serially mediated by the perceived value of curiosity-relevant, unknown information and the perceived value of curiosity-irrelevant, unknown information. As such, this research offers important theoretical contributions to the literatures on curiosity and information ignorance, and it has implications for new product adoption and self-tracking behaviour.

Assessing the effects of multichannel service provider corporate reputation on customer new product adoption and RFM value

2018 ◽  
Vol 29 (4) ◽  
pp. 680-702 ◽  
Author(s):  
Gianfranco Walsh ◽  
Mario Schaarschmidt ◽  
Stefan Ivens
Keyword(s):  
Corporate Reputation ◽  
Perceived Risk ◽  
Perceived Value ◽  
New Product ◽  
Customer Relationships ◽  
Reputation Management ◽  
Product Adoption ◽  
New Product Adoption ◽  
Content Type ◽  
Customer Outcomes

Purpose Service providers leverage their corporate reputation management efforts to increase revenues by shaping customer attitudes and behaviours, yet the effects on customer innovation adoption and customer value remain unclear. In an extended conceptualisation of customer-based corporate reputation (CBR), the purpose of this paper is to propose that customer perceived risk, perceived value, and service separation are contingencies of the relationship between CBR and two key customer outcomes: customer new product adoption proneness (CPA) and recency-frequency-monetary (RFM) value. Design/methodology/approach Using a predictive survey approach, 1,001 service customers assess the online or offline operations of six multichannel retailers. The hypothesised model is tested using structural equation modelling and multigroup analysis. Findings The analysis reveals significant linkages of CBR with perceived risk and perceived value, as well as between perceived risk and perceived value and from perceived value to CPA and RFM value. These linkages vary in strength across unseparated (offline) and separated (online) services. Research limitations/implications This study uses cross-sectional data to contribute to literature that relates CBR to relevant customer outcomes by considering CPA and RFM value and investigating contingent factors. It provides conceptual and empirical evidence that price appropriateness represents a new CBR dimension. Practical implications The results reveal that CBR reduces customers’ perceived risk and positively affects their perceived value, which drives CPA and RFM value. Multichannel retailers can create rewarding customer relationships by building and nurturing good reputations. Originality/value This study is the first to link CBR with customer product adoption proneness and value, two important customer measures. It proposes and tests an extended conceptualisation of CBR.

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