Keterlibatan Konsumen Dalam Kebaruan Produk

Involvement is a key word in the context of product novelty, when businesses are required to become more competitive in product innovation. This point of view forms the basis for understanding the two concepts of business existence. First, the demand to develop new products is directed to product innovation because technology is increasingly developing. Novelty needs to keep pace with technological advances as well as be market-oriented. Second, the business builds a collaborative commitment with its customers. This indicates a position where the relationship with the market demands an equal role. Businesses no longer take distance in building relationships with their markets. Thus consumers will gothrough a dynamic process in the experience of using the product, and businesses will continue to consistently motivate consumer learning in the process of product novelty adoption. This study aims to explain consumer’s learning experience on product novelty from the process of consumer involvement in the holistic experience of responding to product novelty. A combined quantitative-qualitative approach (mixed-method approach) is applied. The quantitative approach was carried out using SEM analysis with the SmartPLS tool on 113 respondents, while the qualitative approach was carried out using the Interpretative Phenomenological Analysis (IPA) technique on participant narratives. Furthermore, from the two approaches, an integration process was carried out to find the grand theme of consumer learning experiences in the context of their involvement in responding to product novelty. Through this research, it can be seen that the product novelty learning experience is formed through initial involvement to recognize, andcontinued involvement in using the product. The product novelty learning experience is the involvement of consumers in realizing essential realities, practical realities, and contextual realities.

Gathering pre-purchase information for a cruise vacation with virtual reality: the effects of media technology and gender

Purpose This study aims to apply theory on consumer learning in virtual experiences to compare how media technologies (i.e. virtual reality [VR] and standard websites) and users’ gender influence the ways in which tourists gather pre-purchase information. Design/methodology/approach A laboratory experiment with fully immersive VR was conducted to examine consumers’ behavior in gathering pre-purchase information. The sample comprised 128 consumers who had taken a cruise vacation or who were considering purchasing a cruise package in the near future. Findings The results generally reveal the central role of the feeling of presence, which, in turn, positively impacts users’ enjoyment and aspects of consumer learning (i.e. brand attitude, product knowledge and purchase intent). In particular, the results suggest that compared with standard websites, VR facilitated the tourists’ learning as consumers, especially among women, who tend to dominate the information-gathering stage of planning family vacations. Practical implications The results imply that travel agencies and tourism centers working with cruise vacation companies should incorporate VR to make their offers more attractive, especially to women. Originality/value The study was the first to apply theory on consumer learning in the cruise tourism industry, specifically to compare fully immersive VR devices versus standard websites and gauge the effect of gender.

Consumer learning behavior in adoption Tani Hub e-commerce

As e-commerce develops in Indonesia, sales of fresh fruit and vegetable products move from physical stores to virtual markets through technological innovation. The adoption of e-commerce is marked by changes in purchasing behavior of fresh fruits and vegetables that originally relied on the senses, now mediated by a screen measuring at least 7 inches. Interaction between seller and buyer, or buyer with buyer also mediated. This condition does not require consumers to be able to see, hold and smell the product they want directly. When compared with conventional methods, the purchase of fresh vegetables and fruit through e-commerce has risks, namely uncertainty such as the physical quality of the product, taste or freshness. Consumers need knowledge and experience to reduce this uncertainty, where this knowledge and experience is obtained through a consumer learning process. This study describes the forms of consumer learning behavior starting from the beginning to get acquainted with adopting e-commerce. The research method used is qualitative with descriptive research type, and the method of data collection in the form of in-depth interviews with informants who are adopters of the Surabaya branch of the E-Commerce Tani Hub. This informant consists of a group of friends who have the same values, namely implementing a lifestyle and eating healthy food. The results of this study are in the form of learning behaviors shown by Tani Hub consumers through the process of information exchange with information sources that they consider credible, namely friendship circles and also primary information from the Tani Hub’ company itself.

Consumers' intention to adopt virtual grocery shopping: do technological readiness and the optimisation of consumer learning matter?

PurposeIt has generally been anticipated that the growth of Internet technology and e-commerce would result in virtual grocery shopping (VGS) becoming a normal way of life for consumers worldwide. However, the adoption of VGS, except in China and other Asian countries, has been quite slow and there is little understanding for this reason. Using Canada as a research context, the purpose of this study was to investigate the attitudes of consumers towards VGS with a focus on their technological readiness and the impact of the optimisation of consumer learning.Design/methodology/approachA quantitative research methodology was undertaken using cluster analysis with descriptive statistics to segment the different groups of consumers from a sample of 1,034 adult respondents. Structural equation modelling (SEM) was then used to test a theoretical model for consumers’ intention to adopt VGS.FindingsThe study found that the attitudes of consumers towards virtual shopping, convenience motivation, perceived ease of use (PEOU), perceived risk and consumer learning are all factors that impact consumers' intention to adopt virtual food shopping. The research also identified four segments of consumers in the Canadian market based on their attitudes and intention to adopt VGS. These results allow grocers to target the consumer groups favourable to VGS and provide insights on the factors that can be manipulated via marketing strategies to reach these consumers.Practical implicationsRetailers are provided with insights on consumers behaviour that will allow them to target specific segments with shopping modalities.Originality/valueThis research investigated VGS, focussing on consumer learning as a socio-cultural influence as well as the consumer's technological readiness as an intention to adopt to this modality of shopping for food. These constructs have not been investigated by previous studies on food grocery shopping.

Sequential Effects of Indirect, Direct, and Virtual Sport Experiences on Consumer Learning

The purpose of this study is to expand the theoretical knowledge of consumer learning by testing both the single and sequential effects of indirect, direct, and virtual sport experiences on sport brand knowledge, attitudes, and choice behavior in two laboratory experiments. Experiment I shows that virtual experience is as effective as direct experience in consumer learning. In Experiment II, designed to explore the impact of sequential combinations of sport experiences on consumer learning, the sequential combination of direct and virtual experiences results in greater brand knowledge than the combination of indirect and direct experiences. Exposure to direct experience proceeding with virtual experience is more effective at influencing brand attitudes than the combination of indirect and direct experiences. Th e results indicate that sport consumers are more likely to select sport brands at choice contexts when exposed to virtual experience in combination with direct experience.

Optimal Software Feature-Limited Freemium Model Design: A New Consumer Learning Theoretical Framework

The software industry is increasingly adopting a feature-limited freemium business model that combines “free” and “premium” contents in one product, to sell its products. How to determine the optimal product quality differences between the free and premium versions of software is a central business problem facing many software vendors. In this paper, we study the optimal feature-limited freemium software strategy design, as well as the associated pricing strategies based on consumer learning and network externality effects. We propose a new consumer learning framework induced by cross-module synergies that contains both direct and indirect learning processes. By employing a two-stage mathematical theoretical model and a numerical analysis method, we gained some insights regarding the feature-limited free trial strategy design and associated pricing strategies while considering the associated trade-off between the benefits and costs of the free trial strategy. In our modeling and numerical results, consumers’ prior beliefs about the quality of premium content before the free trial, network effect intensity, and indirect learning intensity were found to be three conditions that need to be studied to examine software vendors’ management decisions. For the software industry, the quality difference between free and premium functionality or the service and price strategy for a feature-limited free trial model can be designed while considering these factors, which will provide some useful guidelines for the industry.

The Reference Effect of Delay Announcements: A Field Experiment

We explore whether customers are loss averse in time and how delay information may impact such reference-dependent behavior using observational and field experiment data from two call centers of an Israeli bank. We consider settings with no announcements and announcements of different accuracy levels. We face two key challenges: (1) we do not observe the reference points customers use in our data, as any other field studies, and (2) it is difficult to separate the reference-dependent behavior from the potential nonlinear waiting cost of customers. To address these challenges, we develop a dynamic decision model with consumer learning, through which we infer the reference point each customer used during any given call. The reference points may be different across different customers and evolve across different calls of the same customers. We also exclude the alternative explanation by showing that our main reference-dependent models better explain the observed customer abandonment than models where customers have nonlinear waiting cost. Our results indicate that customers are loss averse regardless of the availability or accuracy of the announcements when their waiting time is relatively long (≥ 90s). Although delay announcements do not alter the nature that customers are loss averse, accurate announcements may affect customers’ belief about the offered waiting time and thus, impact the reference points. Through counterfactual studies, we demonstrate that providing delay announcements improves the call center performance given the loss aversion behavior observed in our data. Interestingly, as customers become more loss averse, the value of providing delay announcements decreases. This paper was accepted by Terry Taylor, operations management.