The Role of Product Reviews on Mobile Devices for In-store Purchases: Consumers' Usage Intentions, Costs and Store Preferences

Item Type Journal paper
Abstract

Product reviews help consumers in purchase decisions. In contrast to reviews obtained from websites on the desktop, it is open if they are adopted for in-store purchases on mobile devices. Further, it is open to which degree free product reviews provided by users or paid product reviews provided by experts are adopted and influence consumers' preferences for stores that offer access to them. To address these questions, a theoretical model based on Innovation Diffusion Theory, Technology Acceptance Model and Theory of Planned Behaviour is developed and empirically tested with 116 subjects. Results indicate that consumers intend to use product reviews on mobile devices for in-store purchases. Moreover, they are willing to pay almost five percent of the product's price for a review. Based on these findings, new business models for providers of product reviews and store managers are feasible, which extend physical products with value-added online services

Authors Kowatsch, Tobias; Maass, Wolfgang & Fleisch, Elgar
Projects Maass, Wolfgang & Kowatsch, Tobias (2009) Interactive Knowledge Stack (IKS) [applied research project] Official URL
Journal or Publication Title International Journal of Internet Marketing and Advertising: Special Issue on Information Systems and Marketing
Language English
Keywords in-store consumer behaviour, online product reviews, mobile device, retailing, costs, usage intention, store preference, empirical study, free content, paid content, in-store shopping, mobile marketing
Subjects information management
HSG Classification contribution to scientific community
Refereed Yes
Date 1 September 2011
Publisher Inderscience Enterprises
Place of Publication Genf
Volume 6
Number 3
Page Range 226-243
Number of Pages 18
ISSN 1477-5212
ISSN-Digital 1741-8100
Publisher DOI 10.1504/IJIMA.2011.038237
Depositing User Prof. Dr. Tobias Kowatsch
Date Deposited 08 Mar 2010 09:39
Last Modified 23 Aug 2016 11:07
URI: https://www.alexandria.unisg.ch/publications/60716

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Kowatsch, Tobias; Maass, Wolfgang & Fleisch, Elgar (2011) The Role of Product Reviews on Mobile Devices for In-store Purchases: Consumers' Usage Intentions, Costs and Store Preferences. International Journal of Internet Marketing and Advertising: Special Issue on Information Systems and Marketing, 6 (3). 226-243. ISSN 1477-5212

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https://www.alexandria.unisg.ch/id/eprint/60716
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