The impact of recommendation sources on online purchase intentions: The moderating effects of gender and perceived risk

Chiao Chen Chang, Yang Chieh Chin

研究成果: 雜誌貢獻文章同行評審

6 引文 斯高帕斯(Scopus)

摘要

This study examines the issue of recommendation sources from the perspectives of gender and consumers' perceived risk, and validates a model for the antecedents of consumer online purchases. The method of obtaining quantitative data was that of the instrument of a survey questionnaire. Data were collected via questionnaires from 396 undergraduate students aged 18-24, and a multiple regression analysis was conducted to identify causal relationships. Empirical findings established the link between recommendation sources (word-of-mouth, advertising, and recommendation systems) and the likelihood of making online purchases and demonstrated the role of gender and perceived risk as moderators in this context. The results showed that the effects of word-of-mouth on online purchase intentions were stronger than those of advertising and recommendation systems. In addition, female consumers have less experience with online purchases, so they may be more likely than males to refer to recommendations during the decision-making process. The findings of the study will help marketers to address the recommendation factor which influences consumers' intention to purchase and to improve firm performances to meet consumer needs.
原文英語
頁(從 - 到)111-114
頁數4
期刊World Academy of Science, Engineering and Technology
66
出版狀態已發佈 - 六月 1 2010
對外發佈

ASJC Scopus subject areas

  • 工程 (全部)

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