Department of Economics and Business Economics

Analyzing the returns of the first transaction satisfaction on intention to purchase and willingness to pay: Evidence for new food products

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Analyzing the returns of the first transaction satisfaction on intention to purchase and willingness to pay: Evidence for new food products. / Tudoran, Ana Alina; Olsen, Svein Ottar.

In: Journal of Consumer Behaviour, Vol. 16, No. 4, 2017, p. 372–386.

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

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@article{2385110ecb2c4eb5aa4a6b8fcbb9d335,
title = "Analyzing the returns of the first transaction satisfaction on intention to purchase and willingness to pay: Evidence for new food products",
abstract = "The present study sheds light on the kind of relationships that link first transaction consumer satisfaction (CS), purchase intention, and willingness to pay for new food products. The article presents a comparative evaluation of linear and nonlinear quadratic and cubic specifications used to assess the relationships involved. The study uses empirical evidence from three product-testing field experiments with consumers in different natural settings such as at-home and out-of-home. Statistical tests with structural equation modeling reveal that, for new food products, the CS–purchase intention relationship is characterized by a nonlinear functional form with increasing marginal returns, while the CS–willingness to pay relationship is defined by a linear functional form with constant marginal returns. The study contributes to the existing body of knowledge that so far has mainly described the relationship between cumulative CS and profit chain outcomes in the context of established products (brands). We discuss the implications for managers responsible for launching new food products and give hints on allocating resources to the most probable customers. Copyright {\circledC} 2016 John Wiley & Sons, Ltd.",
author = "Tudoran, {Ana Alina} and Olsen, {Svein Ottar}",
year = "2017",
doi = "10.1002/cb.1633",
language = "English",
volume = "16",
pages = "372–386",
journal = "Journal of Consumer Behaviour",
issn = "1472-0817",
publisher = "JohnWiley & Sons Ltd.",
number = "4",

}

RIS

TY - JOUR

T1 - Analyzing the returns of the first transaction satisfaction on intention to purchase and willingness to pay: Evidence for new food products

AU - Tudoran, Ana Alina

AU - Olsen, Svein Ottar

PY - 2017

Y1 - 2017

N2 - The present study sheds light on the kind of relationships that link first transaction consumer satisfaction (CS), purchase intention, and willingness to pay for new food products. The article presents a comparative evaluation of linear and nonlinear quadratic and cubic specifications used to assess the relationships involved. The study uses empirical evidence from three product-testing field experiments with consumers in different natural settings such as at-home and out-of-home. Statistical tests with structural equation modeling reveal that, for new food products, the CS–purchase intention relationship is characterized by a nonlinear functional form with increasing marginal returns, while the CS–willingness to pay relationship is defined by a linear functional form with constant marginal returns. The study contributes to the existing body of knowledge that so far has mainly described the relationship between cumulative CS and profit chain outcomes in the context of established products (brands). We discuss the implications for managers responsible for launching new food products and give hints on allocating resources to the most probable customers. Copyright © 2016 John Wiley & Sons, Ltd.

AB - The present study sheds light on the kind of relationships that link first transaction consumer satisfaction (CS), purchase intention, and willingness to pay for new food products. The article presents a comparative evaluation of linear and nonlinear quadratic and cubic specifications used to assess the relationships involved. The study uses empirical evidence from three product-testing field experiments with consumers in different natural settings such as at-home and out-of-home. Statistical tests with structural equation modeling reveal that, for new food products, the CS–purchase intention relationship is characterized by a nonlinear functional form with increasing marginal returns, while the CS–willingness to pay relationship is defined by a linear functional form with constant marginal returns. The study contributes to the existing body of knowledge that so far has mainly described the relationship between cumulative CS and profit chain outcomes in the context of established products (brands). We discuss the implications for managers responsible for launching new food products and give hints on allocating resources to the most probable customers. Copyright © 2016 John Wiley & Sons, Ltd.

U2 - 10.1002/cb.1633

DO - 10.1002/cb.1633

M3 - Journal article

VL - 16

SP - 372

EP - 386

JO - Journal of Consumer Behaviour

JF - Journal of Consumer Behaviour

SN - 1472-0817

IS - 4

ER -