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

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Author Info
Frank van Rijnsoever ()
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 Format: application/pdf
File Function: Version October 2008
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Publisher 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://nwi.geo.uu.nl

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Related research
Keywords: opinion leaders; information search; knowledge base;

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This paper has been announced in the following NEP Reports: References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
  1. 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. [Downloadable!]
  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. [Downloadable!] (restricted)
  3. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. " Constructive Consumer Choice Processes," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 25(3), pages 187-217, December.
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