Search: An Expense or an Experience? Exploring the Influence of Search on Product Return Intentions

作者：Devdeep Maity, Todd J. Arnold · 发表于：Psychology and Marketing · 年份：2013 · DOI：10.1002/mar.20629 · 被引用次数：36 · 研究领域：Consumer Behavior in Brand Consumption and Identification、Consumer Retail Behavior Studies、Customer Service Quality and Loyalty

Prepurchase information search may be viewed as an expense and/or an experience. The authors argue that theory is unclear in explaining the effect of each form of search on a consumer's ultimate product return intentions. Alternative hypotheses are developed in relation to core theory that predict inconsistent effects of search upon both product satisfaction and return intentions. Results ultimately suggest that a consumer's investment in search that is viewed as an expense weakens satisfaction with a product, while prompting return intentions. Conversely, search viewed as an experience heightens satisfaction and diminishes return intentions. Theoretical and managerial implications of the results are discussed.