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

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
   
type journal paper
   
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
   
project Interactive Knowledge Stack (IKS)
language English
kind of paper journal article
date of appearance 1-9-2011
journal International Journal of Internet Marketing and Advertising: Special Issue on Information Systems and Marketing
publisher Inderscience Enterprises (Genf)
ISSN 1477-5212
ISSN (online) 1741-8100
DOI 10.1504/IJIMA.2011.038237
volume of journal 6
number of issue 3
page(s) 226-243
review double-blind review
   
citation Kowatsch, T., Maass, W., & Fleisch, E. (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, DOI:10.1504/IJIMA.2011.038237.