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dc.contributor.authorTuu, Huy Ho
dc.contributor.authorOlsen, Svein Ottar
dc.date.accessioned2012-06-19T09:25:28Z
dc.date.available2012-06-19T09:25:28Z
dc.date.issued2012
dc.description.abstractThe purpose of this paper is to examine the roles of perceived certainty, manipulated risk and knowledge in the satisfaction-purchase intention relationship in the context of a new product evaluation. This study uses a 2×2 factorial design with 120 participants and a combination of methods to test hypotheses. The respondents of low-risk as well as high-knowledge groups report a higher purchase intention. Interestingly, the movement from satisfaction to purchase intention is higher among respondents with higher certainty, and among respondents in low-risk as well as high-knowledge groups. In particular, this study finds a positive interaction effect between manipulated knowledge and manipulated risk on the satisfaction-purchase intention relationship. As with most experiments, this study has low external validity. Thus, future studies should use different products/brands tested among a wider range of consumers and in more realistic user situations. Both product risk and consumer knowledge are multidimensional constructs, thus, it will be interesting for future studies to manipulate different facets of those constructs (e.g. financial risk, procedural knowledge). The authors' findings suggest that managers should be aware of satisfaction strength (e.g. confidence and knowledge) and risk in their estimations of purchase intention based on satisfaction measurement. Marketing strategies that reduce consumers' risks, consolidate their confidence and educate them with relevant knowledge may be effective strategies to increase their purchase intentions, especially towards new products. This study contributes to the literature by simultaneously examining the roles of perceived certainty, manipulated risk and knowledge within a satisfaction-purchase intention relationship. It also contributes by providing empirical evidence supporting an interaction between knowledge and risk affecting the satisfaction-purchase intention relationship. Finally, it uses a controlled experiment in the context of a new product evaluation to confirm the causal effects.en
dc.descriptionThis article is part of Ho Huy Tuu's doctoral thesis and is available in Munin at <a href=http://hdl.handle.net/10037/2971>http://hdl.handle.net/10037/2971</a>en
dc.identifier.citationAsia Pacific Journal of Marketing and Logistics 24(2012) nr. 1 s. 78-101en
dc.identifier.cristinIDFRIDAID 898131
dc.identifier.doidoi: 10.1108/13555851211192713
dc.identifier.issn1355-5855
dc.identifier.urihttps://hdl.handle.net/10037/4268
dc.identifier.urnURN:NBN:no-uit_munin_3983
dc.language.isoengen
dc.publisherEmerald Group Publishing Limiteden
dc.rights.accessRightsopenAccess
dc.subjectVDP::Social science: 200::Economics: 210::Business: 213en
dc.subjectVDP::Samfunnsvitenskap: 200::Økonomi: 210::Bedriftsøkonomi: 213en
dc.subjectVDP::Social science: 200::Psychology: 260en
dc.subjectVDP::Samfunnsvitenskap: 200::Psykologi: 260en
dc.titleCertainty, risk and knowledge in the satisfaction-purchase intention relationship in a new product experiement.en
dc.typeJournal articleen
dc.typeTidsskriftartikkelen
dc.typePeer revieweden


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