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Opinion leaders in the domain of consumer electronics and their use of external search channels

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  • Frank van Rijnsoever

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    Abstract

    This study proposes and tests a number of hypotheses about opinion leaders in the domain of consumer electronics and their use of external search channels. Based on the results of a survey among 1872 consumers, opinion leaders in the domain of consumer electronics are found to most likely be young working males without children. The use of different search channels by opinion leaders is related to the degree of opinion leadership through an inverted U-shape. This study shows that these relationships are in fact explained by the respondents’ knowledge about the product category. Finally, the theoretical and managerial implications are discussed.

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    File URL: http://www.geo.uu.nl/isu/pdf/isu0820.pdf
    File Function: Version October 2008
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    Bibliographic Info

    Paper provided by Utrecht University, Department of Innovation Studies in its series Innovation Studies Utrecht (ISU) working paper series with number 08-20.

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    Date of creation: Oct 2008
    Date of revision: Oct 2008
    Handle: RePEc:uis:wpaper:0820

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    Web page: http://www.uu.nl/faculty/geosciences/EN/research/institutesandgroups/researchinstitutes/copernicusinstitute/research/Innovation/Pages/default.aspx

    Related research

    Keywords: opinion leaders; information search; knowledge base;

    This paper has been announced in the following NEP Reports:

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    1. Herbert Simon & Lindsay McSweeney, 2010. "A Behavioral Model of Rational Choice," CPI Journal, Competition Policy International, vol. 6.
    2. Sendy Farag & Jesse Weltevreden & Ton van Rietbergen & Martin Dijst & Frank van Oort, 2006. "E-shopping in the Netherlands: does geography matter?," Environment and Planning B: Planning and Design, Pion Ltd, London, vol. 33(1), pages 59-74, January.
    3. Frank J. van Rijnsoever & Carolina Castaldi, 2008. "Knowledge base, information search and intention to adopt innovation," Innovation Studies Utrecht (ISU) working paper series 08-02, Utrecht University, Department of Innovation Studies, revised Feb 2008.
    4. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. " Constructive Consumer Choice Processes," Journal of Consumer Research, University of Chicago Press, vol. 25(3), pages 187-217, December.
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