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EXPRESS: The Concept of Authenticity: What it Means to Consumers
Journal of Marketing ( IF 12.9 ) Pub Date : 2021-02-08 , DOI: 10.1177/0022242921997081
Joseph C. Nunes , Andrea Ordanini , Gaia Giambastiani

The literature is filled with numerous idiosyncratic definitions of what it means for consumption to be authentic. The authors address the resulting conceptual ambiguity by re-conceptualizing authenticity, defining it as a holistic consumer assessment determined by six component judgements (accuracy, connectedness, integrity, legitimacy, originality, and proficiency) whereby the role of each component can change based on the consumption context. This definition emerges from a two-stage, multi-method concept reconstruction process leveraging data from more than 3,000 consumers across no less than 17 different types of consumption experiences. In stage one, they take a qualitative approach employing both in-depth interviews and surveys (one conducted on a nationally representative sample) to identify authenticity’s six constituent components. The final components are based on themes emerging from consumer data that were integrated and reconciled with existing definitions in the literature. In stage two, quantitative analyses empirically estimate the six components and support the composite formative nature of the construct. While the authors document how certain components contribute to assessments of authenticity differently across contexts, they also show authenticity has consumer-relevant downstream consequences while being conceptually distinct from consumer attitudes. Their findings offer practitioners direction regarding what to emphasize in order to convey authenticity to consumers.



中文翻译:

表达:真实性的概念:对消费者意味着什么

文献中充斥着许多关于消费成为真实意义的特质定义。作者通过重新概念化真实性来解决由此产生的概念歧义,将其定义为由六个要素判断(准确性,关联性,完整性,合法性,独创性和熟练程度)确定的整体消费者评估,由此每个要素的作用可以根据消费环境。这个定义来自两阶段,多方法的概念重构利用来自至少3000种消费者的数据进行处理,这些数据涉及至少17种不同类型的消费体验。在第一阶段,他们采用定性的方法,即通过深度访谈和调查(一项针对具有全国代表性的样本进行调查)来确定真实性的六个组成部分。最终组件基于从消费者数据中涌现出来的主题,这些主题已与文献中的现有定义进行了整合并保持一致。在第二阶段,定量分析根据经验估算出这六个成分,并支持该结构的复合形成性。尽管作者记录了某些组件如何在不同情况下对真实性评估做出不同的贡献,它们还表明,真实性具有与消费者相关的下游后果,同时在概念上与消费者的态度有所不同。他们的发现为从业人员提供指导以指导他们如何强调以向消费者传达真实性。

更新日期:2021-02-08
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