Consumer information search behavior for experiential and material purchases
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Tarih
2015
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Springer Nature
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
[Abstract Not Available]
Açıklama
ABSTRACT: The experiential/ material distinction, which is based on the variance of people's intentions when making a purchase, suggests that when people have the main intention of getting a life experience they make experiential purchases; on the other hand when their main purpose is to get a physical possession they make material purchases (Van Boven & Gilovic, 2003; Van Boven, 2005). The objective of this study is to determine whether sources of information consulted and the extent of information search made differ between experiential and material purchases. For this purpose two experiments were conducted. In the first experiment participants were presented with three hypothetical scenarios of either a material purchase, experiential purchase or a mixed purchase. Andreasen's (1968) classification of information sources, representing five different categories of information sources as personal independent, personal advocate, impersonal independent, impersonal advocate and direct observation, was employed to evaluate participants' choice of information source. In the second experiment participants were asked to recall either an experiential or a material purchase that they made and asked about their reliance on different source types and the extent of total search made for this purchase. The analyses showed that moving along the experiential-material purchase continuum; consumers' reliance on personal sources, especially personal independent sources intensifies towards experiential purchase pole and decreases towards material purchase pole. In addition, for material purchases; direct observation is preferred more compared to personal sources ofinformatiQn. The second study demonstrated that the number of visited websites and stores is significantly higher for experiential purchases. The number of examined alternatives and product features was also higher for experiential purchases, but the difference was statistically insignificant. Our results suggest that experiential and material purchases require different types of search conduct due to their distinct natures.
Anahtar Kelimeler
Kaynak
Developments in marketing science: proceedings of the academy of marketing science
WoS Q Değeri
N/A
