Online consumer learning as a tool for improving product appropriation

Nadia Steils, Dominique Crié, Alain Decrop

Research output: Contribution to journalArticlepeer-review


Online tutorials make access to information easier, faster and more interactive. This research seeks to investigate the role of online knowledge acquisition on the relationship between Internet users and products. In particular, we seek to develop the concept of product appropriation. A survey (N = 810) was conducted using five settings (i.e., different products and online learning media). First, findings support the two-dimensionality of product appropriation (i.e., control and identification). Second, results show a positive relationship between online consumer learning and product appropriation for novices, and a negative relationship for experts. Improved appropriation increases product attitude, word-of-mouth and purchase intention.

Original languageEnglish
Pages (from-to)51-57
Number of pages7
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 1 Jan 2019


  • Consumer learning
  • e-learning
  • Product appropriation


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