Consumption experience outcomes: satisfaction, nostalgia intensity, word-of-mouth communication and behavioural intentions

Abstract

Purpose – The aim of the present study is to investigate the impact of the different aspects of consumption experience on various post-consumption variables (i.e. satisfaction, nostalgia intensity, word-of-mouth (WOM) communication and behavioural intentions). Design/methodology/approach – A quantitative study using a self-administered questionnaire was conducted. The sample comprised of 645 respondents and the snowball sampling technique was used. Consumption experience was measured using a seven-dimensional scale (dimensions: hedonic, flow, escapism, socialisation, personal challenge, learning and communitas). Findings – Not all experience dimensions affect consumers equally in the post-consumption stage. Hedonism was an important experiential dimension affecting positively most of the post-consumption variables. Other boosters of consumers’ nostalgia, WOM communication and behavioural intentions were the feelings of escapism, knowledge and communitas. On the contrary, flow and personal challenge were negative predictors of consumers’ evaluations. Practical implications – Marketers should co-create the experience with consumers by carefully managing their experiential offering. Companies should focus on designing pleasurable, social, educational and fantasy experiences while minimizing the feelings of immersion and risk that arise from intense activities. Originality/value – A holistic conceptual model on the consequences of the different consumption experience dimensions is tested. Until now, most of the relevant studies on experiences have treated experience as a higher order construct without taking into consideration the different effects of the various experience dimensions. Hence, the present study contributes to research by identifying the most pertinent experience dimensions on post-consumption evaluations, behaviour and intentions of consumers.

Spillover effects from unintended trials on attitude and behavior: Promoting new products through access‐based services

“…In fact, previous research suggests a high relevance of social influence in product trials (Iyengar et al, 2015). In line with current research on how WOM spreads after product‐ and brand‐related experiences (Chen & Lurie, 2013; de Angelis, Bonezzi, Peluso, Rucker, & Costabile, 2012; Leisen Pollack, 2017; Packard & Berger, 2017; Triantafillidou & Siomkos, 2014), this study restricts its analysis to positive WOM intentions and focuses on a positive trial experience with the product through ABS, which should amplify the change in consumers' intentions to spread positive WOM about the new product (in this case, e‐cars; Krishen & Hu, 2018).…”

Sources of Consumers Awareness toward Green Products and Its Impact on Purchasing Decision in Bangladesh

“…Consumption experience can influence behaviour intensions such as knowledge, awareness etc. (Triantafillidou & Siomkos, 2014). Therefore, becoming more and more familiar with green products could influence awareness toward green products among consumers.…”

Co-creation experiences in social media brand communities

“…This is evidenced by Carù and Cova (2008), who seminally assessed that brand may contribute to the co-creation of consumers' experiences through constant interactions. It became apparent that consumers had the power to influence the experiences of other members of the community, thus co-creating whole new experiences (Triantafillidou and Siomkos, 2014). Pertinent literature has since explored which consumption behaviors stimulate experience co-creation, and which factors may allow consumers to obtain a satisfactory experience (Gentile et al, 2007).…”

“…Second, the main types of co-created experiences are yet to be fully conceptualized (Ismail et al, 2011). Indeed, to the authors' best knowledge, apart from Nuttavuthisit (2010), very few authors have attempted to investigate whether a member's individual consumption activityinstances in which a consumer uses a product individually and then shares feedback with other community members (Carù and Cova, 2015) or communal consumption activityin which a consumer participates with other consumers in an activity sponsored by the community (Triantafillidou and Siomkos, 2014)correspond to different types of co-created experiences. Then, there is a need to understand how individual or communal consumption activities (or both) are related to the co-creation of satisfactory experiences.…”