Advantage of low quality in short life cycle products

Sun, Yang, Cai, Huifen (Helen) ORCID logoORCID:, Su, Rui ORCID logoORCID: and Shen, Qianhui (2019) Advantage of low quality in short life cycle products. Asia Pacific Journal of Marketing and Logistics, 32 (5) . pp. 1038-1054. ISSN 1355-5855 [Article] (doi:10.1108/APJML-03-2019-0148)

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This study explores the factors influencing customers’ purchase intention for low quality products. The traditional thinking is that products with high quality and low price will win more customers. However, we can notice that high quality products usually have high cost. Therefore, it is necessary to do more research on how customers can accept low quality products, in order to and help companies to win more customers and market share. We take fast fashion products and smart phones as empirical studies, collecting data from customer’s online survey. Based on the methodology of fuzzy-set qualitative comparative analysis (fsQCA), we analyses the relationship between the factors of short lifecycle, low quality, design and price and influence customer purchase intention. It shows that the product price and design are major driving factors for customers to accept low quality products. The result has implications for other industries that sell products with low cost.

Item Type: Article
Research Areas: A. > Business School > International Management and Innovation
Item ID: 27849
Notes on copyright: This is the accepted version of the manuscript "Advantage of low quality in short life cycle products", forthcoming/published in the journal "Asia Pacific Journal of Marketing and Logistics" available via the journal site at: This article is © Emerald Publishing Limited and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
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Depositing User: Helen Cai
Date Deposited: 15 Oct 2019 16:48
Last Modified: 29 Nov 2022 18:51

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