Seeing Is Believing: the Impact of Transparency of Electronic Product Design on the Product Evaluation
People are interested in how electronic products work. We find that transparency of electronic product design increases consumers’ purchase intention and this effect is mediated by perceived product efficacy. We also identify two moderators: type of product and product orientation to provide practical implications.
Citation:
Keyin Liang and LILI WANG (2021) ,"Seeing Is Believing: the Impact of Transparency of Electronic Product Design on the Product Evaluation", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 933-933.
Authors
Keyin Liang, Zhejiang University
LILI WANG, Zhejiang University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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