IDEAS home Printed from https://ideas.repec.org/p/uis/wpaper/0820.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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.

Suggested Citation

  • Frank van Rijnsoever, 2008. "Opinion leaders in the domain of consumer electronics and their use of external search channels," Innovation Studies Utrecht (ISU) working paper series 08-20, Utrecht University, Department of Innovation Studies, revised Oct 2008.
  • Handle: RePEc:uis:wpaper:0820
    as

    Download full text from publisher

    File URL: http://www.geo.uu.nl/isu/pdf/isu0820.pdf
    File Function: Version October 2008
    Download Restriction: no

    References listed on IDEAS

    as
    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.
    2. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. " Constructive Consumer Choice Processes," Journal of Consumer Research, Oxford University Press, vol. 25(3), pages 187-217, December.
    3. Cecilia Chaing & Lindsay McSweeney, 2010. "A Behavioral Model of Rational Choice," CPI Journal, Competition Policy International, vol. 6.
    4. 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.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    opinion leaders; information search; knowledge base;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:uis:wpaper:0820. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Gaston Heimeriks). General contact details of provider: http://www.uu.nl/faculty/geosciences/EN/research/institutesandgroups/researchinstitutes/copernicusinstitute/research/Innovation/Pages/default.aspx .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.