How SoLoMo-based product recommendations influence consumers' acceptance intention: the moderating role of gender
by Dong Hong Zhu; Qi He; Ya Ping Chang
International Journal of Services Technology and Management (IJSTM), Vol. 27, No. 1/2, 2021

Abstract: With the advances of technology, SoLoMo-based product recommendation has captured the attention of marketers. According to the information adoption model, this study examined how source credibility, perceived accuracy, and perceived benefit influence the acceptance intention of consumers toward SoLoMo-based product recommendations through recommendation usefulness, with gender as a moderator. Based on 257 data and the PLS technique, the empirical test showed that consumers' acceptance intention toward SoLoMo-based product recommendations is determined by source credibility and recommendation usefulness; source credibility, perceived accuracy, and perceived benefit positively affect recommendation usefulness. In addition, gender is an effective moderator. Implications for theory and practice were discussed.

Online publication date: Fri, 12-Mar-2021

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 Services Technology and Management (IJSTM):
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