The influence of online recommendation mechanisms in the Smartphone market in the context of electronic word-of-mouth
by Luis Hernan Contreras Pinochet; Evandro Luiz Lopes; Priscila Graziele Araujo; Ricardo Luiz Pereira Bueno
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 10, No. 3, 2019

Abstract: The objective of this research is to analyse how online recommendation engines promote the transmission and reception of opinions in the Smartphone market through the electronic word-of-mouth (eWOM) context. The model was adapted from Arenas-Gaitan et al. (2013) by adding two variables: reputation of online service and virtual shopping. This single cross-section survey research design consisted of a sample of 560 Smartphone users, whose data were analysed by structural equation modelling with estimation by means of partial least squares. The results indicate that the influence on consumer Smartphone purchase decision was not significant for the constructs 'virtual shopping' and 'social networking service' in relation to 'recommendation'. However, the 'reputation of online service' was the most influential construct on 'recommendation' in the context of eWOM. The results confirmed the significance of the structural paths, and demonstrated that the proposed model is consistent, given appropriate adjustment, and can be applied in future research.

Online publication date: Sun, 07-Jul-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Marketing and Retailing (IJEMR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com