Linear Or Nonlinear? the Effect of Product Aesthetics on Consumers’ Post-Purchase Wom Generation and Repurchase Intentions

The present research examines the effect of product aesthetics on consumers' post-purchase WOM generation and repurchase intentions. Across two studies, we find that for products with medium quality, product aesthetics of hedonic and utilitarian products both positively influence consumers' WOM generation, while their effects on consumers' repurchase intentions are quite different.



Citation:

Xiushuang Gong, Jing Jiang, and Yan Wang (2016) ,"Linear Or Nonlinear? the Effect of Product Aesthetics on Consumers’ Post-Purchase Wom Generation and Repurchase Intentions", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 733-733.

Authors

Xiushuang Gong, School of Business, Renmin University of China, China
Jing Jiang, School of Business, Renmin University of China, China
Yan Wang, China Unicom Research Institute, China



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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