An exploration into consumers’ e-learning strategies

Nadia Steils, Alain Decrop, Dominique Crié

Résultats de recherche: Contribution à un journal/une revueArticle

Résumé

Purpose: As traditional paper manuals and step-by-step instructions have shown to discourage new product learning because of a lack of exploration, the purpose of this paper is to investigate consumer learning from an online and andragogical, that is, adult learning, perspective by identifying relevant consumer e-learning processes in new product learning. Design/methodology/approach: This paper uses thematic and trace analyses on a multi-method data collection, that is, extant e-learning courses, in-depth interviews and non-participant observations. Findings: Emerging findings give light on customized, interactive and iterative e-learning processes depending on consumers’ previous experiences, their learning orientation as adult learners and the characteristics of the online environment. Results provide evidence for the existence of three learning strategies and show how the online environment comes shifting traditional consumer learning paradigms. Originality/value: This paper contributes to the literature on consumer behavior on two levels. First, the findings highlight the importance of taking an andragogical standpoint to provide a more nuanced and realistic view on consumers’ learning processes in new product learning. Second, the results show how the exploration and interactivity provided by the online environment present beneficial prerequisites for effective consumer learning. More than just being an alternative, online learning is complementary to offline modes of learning to improve consumers’ overall learning experience.

langue originaleAnglais
Pages (de - à)276-287
Nombre de pages12
journalJournal of Consumer Marketing
Volume36
Numéro de publication2
Les DOIs
étatPublié - 18 mars 2019

Empreinte digitale

Consumer learning
Electronic learning
Learning strategies
Learning process
New products
Multi-method
Design methodology
Consumer experience
Consumer behaviour
Online learning
Paradigm
Data collection
Interactivity
Learning orientation
In-depth interviews
Adult learning

Citer ceci

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An exploration into consumers’ e-learning strategies. / Steils, Nadia; Decrop, Alain; Crié, Dominique.

Dans: Journal of Consumer Marketing, Vol 36, Numéro 2, 18.03.2019, p. 276-287.

Résultats de recherche: Contribution à un journal/une revueArticle

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