Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
The Roles Of Product Type And Product Newness In Consumer Value Co-Creation For Luxury Brands, Qi Lu
The Roles Of Product Type And Product Newness In Consumer Value Co-Creation For Luxury Brands, Qi Lu
Theses & Dissertations
The study examines the effect of consumer co-creation in different new product development stages on consumer loyalty, purchase intention and word-of-mouth. It also examines (a) the mediating role of consumer perceived value, (b) the moderating effect of product type (search goods vs. experience goods) and (c) the influence of product newness (high-level vs. low-level) on the moderating effect of product type. Two scenario-based experiments on real luxury buyers in China were conducted to test the proposed hypotheses.
The findings show that co-creation at the early (vs. late) stage have a greater positive impact on consumer loyalty, purchase intention and word-of-mouth. …