Continuous improvement products (CIPs) are designed so that firms can make post-purchase improvements without requiring the user to fully replace the product. Although CIPs are becoming increasingly common in the marketplace, there are challenges in having customers adopt these products. In this multimethod research using two different types of studies, we find that sharing information about development progress increases adoption of the current version of the CIP, and that this relationship is mediated by the perceived commitment of developers to the product. Furthermore, we find that product familiarity moderates this mediation relationship. Our research offers insight to scholars interested in this new wave of products, and offers direction for managers in how to market their CIPs. Specifically, we recommend that firms developing CIPs use product development information as a marketing tool to communicate their commitment to the continued improvement of the product and to spur the purchase of the current versions of their CIPs.

中文翻译：

---

使用产品开发信息来促进采用持续改进的产品

持续改进产品 (CIP) 旨在使公司可以在无需用户完全更换产品的情况下进行购买后改进。尽管 CIP 在市场上变得越来越普遍，但让客户采用这些产品仍然存在挑战。在这项使用两种不同类型研究的多方法研究中，我们发现共享有关开发进度的信息会增加对当前版本 CIP 的采用，并且这种关系是由开发人员对产品的感知承诺所调节的。此外，我们发现产品熟悉度调节了这种中介关系。我们的研究为对这一新产品浪潮感兴趣的学者提供了见解，并为管理人员如何营销其 CIP 提供了指导。具体来说，