The Role of Consumer Impulsivity and Self-Efficacy on User Manual Behavior

Abstract

User manuals are one of the neglected topics in the marketing field. This study aims to investigate the roles of consumer impulsivity and self-efficacy on user manual behavior. In order to reach the research objectives, a cross-sectional research design is adopted. A judgmental sample (n=1160) of Turkish customers is surveyed online. The study's findings provide evidence that consumer impulsivity might negatively influence user manual behavior. On the other hand, user manual self-efficacy is positively associated with user manual behavior. Consumer general self-efficacy is shown to have no direct influence on user manual behavior. User manual self-efficacy fully mediates the relationship between general self-efficacy and user manual behavior. Results of the study also indicate that females tend to consult user manuals more than males. This study also provides general consumer perception regarding user manuals and the importance of user manual features for customer satisfaction.