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An Empirical Study of Response Intention on Product Recommendations Given via Mobile Social Networks
Received date: 2016-09-11
Revised date: 2016-11-14
Online published: 2016-12-05
[Purpose/significance] Our study aims to find what influences users' response intention on product recommendations by their contact under Mobile Social Networks (MSN) environment and subsequently put forward the corresponding suggestions on the marketing strategy. [Method/process] We used partial least squares (PLS) to do the analysis with data of 316 samples. [Result/conclusion] The results show that closeness, excessive posting behavior, and past recommendation experience have significant impact on cognitive trust, emotional trust and response intention on product recommendation. However, similarity does not have significant effect on both dimensions of trust.
Key words： MSN; user; product recommendation; response intention
Dong Ying , Xu Zhengliang , Liu Fang , Tang Xiaobin . An Empirical Study of Response Intention on Product Recommendations Given via Mobile Social Networks[J]. Library and Information Service, 2016 , 60(23) : 111 -118 . DOI: 10.13266/j.issn.0252-3116.2016.23.014
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