How Experience Variety Shapes Post-purchase Evaluation

There has been a lot of research on the variety of products,however,at present the research on product variety is limited to the research framework of product line and product portfolio,which is lack of research from the perspective of consumer behavior.In this paper,the research of product variety is different from the previous research.This paper focuses on the impact of perceived usage variety experience on product post-purchase evaluation.Based on the existing research of perceived experience variety,the author verify and explore its mechanism and propose a relation between perceived experience variety and post-purchase evaluation and uses the experimental method to carry on the empirical test model.In this paper,3 experiments show that the variety of product experience affects the consumer’s post purchase evaluation.The mechanism is that the less consumer perceived product experience variety,the higher perceived usage frequency is,due to the frequency of use is positively correlated with post purchase evaluation,so the consumers’ post-purchase evaluation will be more positive.We find that the relationship between perceived use experience variety and post purchase evaluation of product will be different under different product usage scenarios.Furthermore,we propose the moderating effect of product use scenarios,that is,in the context of daily product use,the lower the variety of consumer experience will improve the consumer’s post purchase evaluation.However,in the special occasion of product use,the higher the variety of consumer experience will improve the consumer’s post purchase evaluation.Specifically,in the daily product context,because meta cognitive difficulties will lead consumers to produce lower evaluation of products,so consumers experience low variety will increase consumer evaluation of the product after purchase.However,in the context of product use in special occasions,metacognitive difficulties make consumers to make a high evaluation of the product.Therefore,the high variety of consumer experience will improve consumer’s post purchase evaluation of their products.Finally,the theoretical contributions and managerial implications of the findings are discussed,and the limitations of this study and future research directions are also presented.Specifically,we expand the research situation of variety,this study confirmed the product experience affect the product post-purchase evaluation,our results further expand the consumer perception of use frequency of understanding,we found that the product experience variety evaluation of the product after purchase negative effect is used for everyday situations the product.As for the products used in special occasions,the more the product experience is,the higher the consumer’s post purchase evaluation may be.In order to provide some ideas for future research.At the same time,this paper puts forward some feasible suggestions for the marketing practice,for example,use the experience described have the more common features of everyday products will lead to experience the perceived product with a higher frequency of use in advertising,thus enhance consumer loyalty and repurchase intention.This article has the guiding significance for the markers in the marketing strategy choice.