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Type: Theses
Title: Innovating traditional products: product authenticity vs. perceived sacrifice from the innovation
Author: Qesja, Bora
Issue Date: 2018
School/Discipline: Business School
Abstract: Products are continuously innovated to improve organization efficiency and meet consumer expectations. Although satisfying consumer expectations in a society where continuous product improvement is imperative to survival, 41% of these innovated products eventually fail (Barczak et al., 2009). While this could be due to the perceived lack of authenticity of the innovated product leading to diminished perceived value, our understanding of the relationship between authenticity and value creation remains limited. Moreover, there is no conceptual explanation relating to how consumers react when a traditional product is modified or how consumers’ characteristics, and consumption situation moderate trade-offs between perceptions of product authenticity and increased functional benefits. This study addresses these gaps through the development and testing of a conceptual framework employing three different contexts and three different countries. The research examines whether the innovation of a product will elicit a stronger influence on perceived authenticity when the product is traditional rather than not traditional, and whether perceptions of authenticity of the innovated product will impact perceptions of gain from the innovation and purchase intention. A preliminary exploratory qualitative study conducted to inform and support the conceptual framework, involving eleven focus groups and wine tastings, was conducted in Jakarta, Adelaide, and France. The focus groups investigating perceptions towards the innovated products (low and no alcohol wine as well as bamboo bicycles and traditional Asian Medicine served in the form of pills/capsules), were conducted in different countries with the purpose of understanding the role of product traditionality on perceptions towards product innovation. A quantitative study followed, consisting of three surveys (each focusing on a specific stimulus) launched in France (1333 participants), Singapore (1326 participants) and Australia (1321 participants). The quantitative study aimed to test the hypothesised relationships between product traditionality, congruence of innovation, perceived authenticity of the innovated product, and perceived gain and sacrifice from the innovation among others. The data of the quantitative study was analysed using Structural Equation Modelling (AMOS). Overall the qualitative results supported the conceptual model, showing that Indonesian participants are more open to consuming low/no alcohol wine but still consider the product to be wine in contrast to Australian and French participants, who reacted more negatively to the product innovation and did not consider the product to be wine (authentic). The opposite was true for traditional Asian medicine. Consumption history, frequency, gender and situation were found to play a moderating role. Quantitative results indicated that the conceptual model fit the data for all three contexts when considering the aggregated and country specific samples. Moreover, support was provided for the hypothesised relationship between traditionality perceptions and perceptions of authenticity of the innovated product, which in turn was found to significantly and positively influence perceived gain from the innovation and purchase intention. While several hypothesised relationships were found to be generalizable across different products and countries, a comparison between the contexts illustrated that some influences are likely to be context-specific as support for the hypotheses was not always consistent for all three contexts.
Advisor: Crouch, Roberta
Quester, Pascale Genevieve
Dissertation Note: Thesis (Ph.D.) -- University of Adelaide, Business School, 2018.
Keywords: authenticity
Provenance: This electronic version is made publicly available by the University of Adelaide in accordance with its open access policy for student theses. Copyright in this thesis remains with the author. This thesis may incorporate third party material which has been used by the author pursuant to Fair Dealing exceptions. If you are the owner of any included third party copyright material you wish to be removed from this electronic version, please complete the take down form located at:
DOI: 10.25909/5b3c726e3837f
Appears in Collections:Research Theses

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