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Journal of the Academy of Marketing Science

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10.06.2020 | Original Empirical Research

Using product development information to spur the adoption of continuous improvement products

verfasst von: Nga N. Ho-Dac, Minu Kumar, Rebecca J. Slotegraaf

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 6/2020

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Abstract

Continuous improvement products (CIPs) are designed so that firms can make post-purchase improvements without requiring the user to fully replace the product. Although CIPs are becoming increasingly common in the marketplace, there are challenges in having customers adopt these products. In this multimethod research using two different types of studies, we find that sharing information about development progress increases adoption of the current version of the CIP, and that this relationship is mediated by the perceived commitment of developers to the product. Furthermore, we find that product familiarity moderates this mediation relationship. Our research offers insight to scholars interested in this new wave of products, and offers direction for managers in how to market their CIPs. Specifically, we recommend that firms developing CIPs use product development information as a marketing tool to communicate their commitment to the continued improvement of the product and to spur the purchase of the current versions of their CIPs.

Vorheriger Artikel The interplay between business and personal trust on relationship performance in conditions of market turbulence

Nächster Artikel Successive product generations: financial implications of industry release rhythm alignment

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These improvements to the product are executed after product purchase, and are made by the firm or developer of the product. We use the terms “firm” and “developer” interchangeably throughout the paper.

An example of firm commitment toward a specific strategy that has a direct benefit to consumers is commitment to consistent product assortment, which Krishnan et al. (2002) demonstrate when retailers engage in certain actions and take special efforts in their purchasing process to offer commitment to consistent product assortment.

The logarithmic transformation that we use is ln(x + 1) to address the undefined problem of ln(0).

Our intention was to use a 3 (Volume of information: None or Low or High) X 2 (Progressivity: Low or High) X 2 (OUGC: Present or Absent) experimental design. However, when volume of information is none, progressivity automatically becomes none. Hence, this sub-dimension for volume of information collapses on to itself in the presence of progressivity as another condition in the research design. Thus, we included two control conditions so that all possible conditions are represented in the experimental design.

Please contact authors for the measures used for manipulation checks.

Note that when volume of information is none, development progressivity is also none. Therefore, we were unable to include “none” in the multinomial regression model with categorical dependent variables. However, we were able to use all three levels for the ANOVA, where the dependent variable (purchase intention) is non-categorical.

To investigate the robustness of these effects, we run three other mediation models. In Model 1, we eliminate the control for product familiarity; in Model 2, we eliminate the control for platform familiarity; and in Model 3, we eliminate the controls for product familiarity and platform familiarity. All three of these models show similar results with strong support for H1 and H2. We also find full mediation from perceived commitment to the CIP. However, model fit (R²) for all the three models is worse than the model presented above.

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Titel: Using product development information to spur the adoption of continuous improvement products
verfasst von: Nga N. Ho-Dac
Minu Kumar
Rebecca J. Slotegraaf
Publikationsdatum: 10.06.2020
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 6/2020
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-020-00730-6

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