Immediate and Delayed Post-Consumption Evaluations and Consumer Loyalty: a Study Based on the Hedonic and Utilitarian Dimensions
As validated by previous studies and documents, the hedonic and utilitarian dimensions of products induce a post-consumption disparity of emotional evaluations, thus an evaluative distinction in consumer loyalty. Nevertheless, there has been a comparable scarcity in dynamic assessment studies from the time-dimension perspective. Through an experimental design, this particular study verifies significant differences in immediate and delayed post-consumption emotional assessments, further triggering a dynamic shift in the evaluations of word-of-mouth and repurchase intentions. The theoretical contribution and managerial implications are also addressed.
Yilin Lv, Qingwen He, En-Chung Chang, and Xiaomeng Fan (2011) ,"Immediate and Delayed Post-Consumption Evaluations and Consumer Loyalty: a Study Based on the Hedonic and Utilitarian Dimensions", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 386-387.
Yilin Lv, Renmin University of China, China
Qingwen He, Renmin University of China, China
En-Chung Chang, Renmin University of China, China
Xiaomeng Fan, Purdue University, USA
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
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