To Share Desirability or Feasibility? Examining the Effects and Mechanism of Direct and Indirect Use Experiences on Sharing

摘要

When individuals consult social media for reviews to help them choose a product, they can often see both direct and indirect experience sharing online. However, previous research has focused largely on the role of a customer's direct experience, neglecting customer's indirect experience. Recent research has begun to bridge this gap, showing that indirect experience can influence product evaluation and product preferences (e.g., Hamilton and Thompson, 2007; Dube and Helkkula, 2015). Following this research stream, in this paper, we attempt to investigate whether and how direct and indirect use experiences influence customers' sharing online content of desirability and feasibility. Furthermore, we explore how mental simulation mediates and mental construal moderates the effect of use experience on sharing content.