10 research outputs found
Using comsumer informedness as an information strategy
__Abstract__
Consumer informedness describes the degree to which consumers
are aware of the specific attributes of products or services
offered in the marketplace. Understanding how this level of informedness
can amplify consumer behaviour provides firms with
the opportunity to develop information-based strategies that
can encourage their target segment make purchases
Consumer Informedness and Firm Information Strategy
Consumer informedness plays a critical role in determining consumer choice in the presence of infor- mation technology (IT) deployed by competing firms in the marketplace. Using data collected through a series of stated choice experiments in two different research contexts, we examine how consumer characteristics and observed behaviors moderate the influence of price and product informedness on consumer choice. The results indicate that different types of consumer informedness amplify different consumer behaviors in specific consumer segments. In particular, we found that price informedness is more influential among consumers in the commodity segment. They exhibit greater trading down behavior, which represents stronger preferences for choosing the products that provide the best price. In contrast, product informedness is more influential among consumers in the differentiated segment. This group exhibits greater trading out behavior, involving stronger preferences for choosing products that best suit their specific needs. These results suggest that firm information strategy should take into account consumers’ characteristics, their past observed behaviors, and the impact of consumer informedness. We also discuss the theoretical contributions of this research and its broader implications for firm-level information strategy