“…The reference group tied to a popularity claim might be different depending on the mall type, as the characteristics of shoppers may vary depending on whether the internet mall is a category killer or a complex mall. Specifically, the shoppers in a category killer could be more knowledgeable about a specific product category than those in a complex mall, because shoppers in a specialty store have greater expertise in evaluating category specific products than those in a complex mall (Dash, Schiffman, & Berenson, 1976). Moreover, shoppers in a category killer can get useful information about a specific product before making a purchase decision, as more information tends to be shared among shoppers through the board of a brand community (Bickart & Schindler, 2001).…”