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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
Author(s) -
Tudoran Ana Alina,
Olsen Svein Ottar
Publication year - 2016
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1633
Subject(s) - willingness to pay , database transaction , marketing , profit (economics) , product (mathematics) , business , context (archaeology) , empirical evidence , transaction cost , structural equation modeling , microeconomics , economics , econometrics , advertising , computer science , mathematics , statistics , paleontology , philosophy , geometry , epistemology , biology , programming language
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.