Consumers want to know how to use it before buying it: Considering e-learning as a new sales aid

Consumer learning is known to have beneficial outcomes for a company in post-purchase situations. Even though several marketing researchers have been suggesting the promising use of e-learning as a pre-purchase marketing tool for nearly 20 years, no empirical evidence has been provided yet proving the benefits of e-learning as a new sales aid. This paper investigates the impact of business-to-consumer e-learning on purchase intention by considering its dual function as a utilitarian (i.e. risk reducing) and hedonic (i.e. attitude improving) sales aid.