What Can Product Trial Offer? The Influence of Product Trial on Chinese Consumers' Attitude towards IT Product

摘要

New IT products emerge constantly and rapidly, which are new and unfamiliar to customers. Compared to customers in Europe and North America, generally speaking, most of Chinese customers have lower knowledge about the product, and then have lower beliefs and intention to adopt or purchase the new IT product. Product trial is an important and effective marketing method to promote and improve consumers' beliefs about new IT product. However, previous studies do not clearly discuss the effect of consumers' beliefs about product after product trial. In the present paper, authors try to discuss the relationship between beliefs after trial with consumers' attitude and intention to purchase. Results reveal that not every belief after trial have the same effect on consumers' attitude and intention to purchase.