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

摘要

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.