Title: How SoLoMo-based product recommendations influence consumers' acceptance intention: the moderating role of gender

Authors: Dong Hong Zhu; Qi He; Ya Ping Chang

Addresses: School of Management, Huazhong University of Science and Technology, 1037 Luoyu Road, Wuhan, China ' School of Management, Huazhong University of Science and Technology, 1037 Luoyu Road, Wuhan, China ' School of Management, Huazhong University of Science and Technology, 1037 Luoyu Road, Wuhan, China

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.

Keywords: SoLoMo; product recommendation; acceptance intention; gender; mobile advertisements.

DOI: 10.1504/IJSTM.2021.113579

International Journal of Services Technology and Management, 2021 Vol.27 No.1/2, pp.129 - 142

Accepted: 16 Jul 2020
Published online: 12 Mar 2021 *