The role of product reviews on mobile devices for in-store purchases: consumers' usage intentions, costs and store preferences

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 5% of the product's price for a review. Based on these findings, new business models The role of product reviews on mobile devices for in-store purchases 227 for providers of product reviews and store managers are feasible, which extend physical products with value-added online services.

Mobile shopping: a classification framework and literature review

“…For example, DSS can be used to compare product attributes such as features ( Jeong et al, 2009;Van der Heijden and Sorensen, 2005;Van der Heijden, 2006), price and cost level (Broeckelmann and Groeppel-Klein, 2008;Kalnikaitè et al, 2013). Consumers use DSS to check and compare reviews posted by consumers themselves (Kalnikaitè et al, 2013;Kowatsch et al, 2011), and to extract reputations of a product from weblogs (Kawamura et al, 2008). But also web sites with professionally created information by retailers can be accessed via DSS, for instance, for reading reviews and obtaining additional background information of products (Jeong et al, 2009).…”

Trying Before Buying: The Moderating Role of Online Reviews in Trial Attitude Formation Toward Mobile Applications

“…This rich source of information can also be beneficial for app developers [36] in order to establish an improvement cycle. Reviews have even been shown to increase consumers' willingness to pay more for a product than its original price [46]. Therefore, we articulate that whether the review population is one-sided (positive/negative) or two-sided (mixed) will have an effect on trial attitudes toward mobile apps when users are exposed to them before trying.…”

Smartphone Apps on the Mobile Web: An Exploratory Case Study of Business Models

“…Aside from recognizing the app store as distribution platform, scholars have also begun to explore how firms advertise on mobile devices. In the marketing literature, researchers are seeking to build frameworks for mobile advertising (Baeur, 2005), understand consumer willingness to purchase from mobile devices (Kowatsch et al, 2011) and understand consumer acceptance of mobile advertising (Baeur et al, 2005;Hong et al, 2008;Jayawardhena et al, 2009;Truog & Simmons, 2011). The rising academic interest in mobile advertising parallels the projected increase in mobile advertising budgets by firms in the future (Digital Marketer,(1)(2)(3)(4)(5)(6)(7)(8)(9)(10)(11)(12).…”