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dc.contributor.authorTudoran, Ana Alina
dc.contributor.authorOlsen, Svein Ottar
dc.date.accessioned2018-08-09T07:55:48Z
dc.date.available2018-08-09T07:55:48Z
dc.date.issued2016-12-22
dc.description.abstractThe present study sheds light on the kind of relationships that link first transaction consumer satisfaction (CS), purchase intention (PI), and willingness to pay (WTP) for new food products. The article presents a comparative evaluation of linear and nonlinear quadratic and cubic specifications used to assess the relationships involved. The study uses empirical evidence from three product-testing field experiments with consumers in different natural settings such as at-home and out-of-home. Statistical tests with structural equation modeling reveal that, for new food products, the CS–PI relationship is characterized by a nonlinear functional form with increasing marginal returns, while the CS–WTP relationship is defined by a linear functional form with constant marginal returns. The study contributes to the existing body of knowledge that so far has mainly described the relationship between cumulative CS and profit chain outcomes in the context of established products (brands). We discuss the implications for managers responsible for launching new food products and give hints on allocating resources to the most probable customers.en_US
dc.descriptionThis is the peer reviewed version of the following article: Tudoran, A. A. & Olsen, S. O. (2017). Analyzing the returns of the first transaction satisfaction on intention to purchase and willingness to pay: Evidence for new food products. Journal of Consumer Behaviour, 16(4), 372-386, which has been published in final form at <a href=http://doi.org/10.1002/cb.1633> http://doi.org/10.1002/cb.1633. </a> This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versionsen_US
dc.identifier.citationTudoran, A. A. & Olsen, S. O. (2017). Analyzing the returns of the first transaction satisfaction on intention to purchase and willingness to pay: Evidence for new food products. Journal of Consumer Behaviour, 16(4), 372-386. http://doi.org/10.1002/cb.1633en_US
dc.identifier.cristinIDFRIDAID 1525220
dc.identifier.doi10.1002/cb.1633
dc.identifier.issn1472-0817
dc.identifier.issn1479-1838
dc.identifier.urihttps://hdl.handle.net/10037/13372
dc.language.isoengen_US
dc.publisherWileyen_US
dc.relation.journalJournal of Consumer Behaviour
dc.relation.projectIDinfo:eu-repo/grantAgreement/EC/FP6/506359/EU/ Health promoting, safe seafood of high eating quality in a consumer driven fork-to-farm concept//en_US
dc.rights.accessRightsopenAccessen_US
dc.subjectVDP::Samfunnsvitenskap: 200::Økonomi: 210en_US
dc.subjectVDP::Social science: 200::Economics: 210en_US
dc.titleAnalyzing the returns of the first transaction satisfaction on intention to purchase and willingness to pay: Evidence for new food productsen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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