Risk knowledge, product knowledge, and brand benefits for purchase intentions: Experiences with air purifiers against city smog in China

Xia Wu, Xi Hu, Wei Qi, Dora Marinova, Xing Shi

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)

Abstract

The present study is based on the theoretical framework of protective action decision model. This study aims to explain the relationship among the risk knowledge, product knowledge, risk perception, and brand benefits and the consumers’ purchase intentions of a specific air purifier compared with alternative brands. The research context is city smog. Results show that consumers’ risk knowledge and product knowledge significantly affect their purchase of an air purifier brand as well as play a considerable role in predicting their risk perception and in foreseeing their purchase intentions under the influence of the manufacturer's advertising strategies. Furthermore, consumers’ risk perception is a critical psychological factor that has a significantly positive influence on brand's experiential benefits, instead of functional and symbolic benefits. In particular, when comparing with brand's functional and symbolic benefits, the brand's experiential benefits is more attractive to consumers and has a stronger effect on consumers’ air purifier purchase intentions in the context of city smog.

Original languageEnglish
Pages (from-to)1930-1951
Number of pages22
JournalHuman and Ecological Risk Assessment
Volume24
Issue number7
DOIs
Publication statusPublished - 3 Oct 2018

Fingerprint

Dive into the research topics of 'Risk knowledge, product knowledge, and brand benefits for purchase intentions: Experiences with air purifiers against city smog in China'. Together they form a unique fingerprint.

Cite this