The Role of Product Reviews on Mobile Devices for In-store Purchases: Consumers' Usage Intentions, Costs and Store Preferences
Journal
International Journal of Internet Marketing and Advertising: Special Issue on Information Systems and Marketing
ISSN
1477-5212
ISSN-Digital
1741-8100
Type
journal article
Date Issued
2011-09-01
Author(s)
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
Funding(s)
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
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Inderscience Enterprises
Publisher place
Genf
Volume
6
Number
3
Start page
226
End page
243
Pages
18
Subject(s)
Division(s)
Eprints ID
60716
File(s)![Thumbnail Image]()
open.access
Name
Kowatsch Maass Fleisch 2011 - Product Reviews.pdf
Size
502.44 KB
Format
Adobe PDF
Checksum (MD5)
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