Influence of non-commercial recommendations on store-choice criteria: an empirical study

Silveira, Paulo Duarte; Galvão, Susana C. Brito

http://hdl.handle.net/10400.26/37659

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Authors

Silveira, Paulo Duarte

Galvão, Susana C. Brito

Abstract(s)

The present study explores the impact of non-commercial recommendation sources on store attributes salience and store choice for electronics bricks-and-mortar retailing. For that purpose, an empirical exploratory quantitative study was conducted, using face-to-face interviews with a sample of 555 store actual customers. In the quantitative hypothesis testing, we correlated the store-attributes saliences with a list of non-commercial recommendation sources eventually used by the customer to choose that particular store. The results revealed several positive correlations, and each recommendation source analyzed obtained between five to thirteen positive significant correlations, out of fifteen possible. The most expressive correlations found were between the following pairs of attributes/recommendations sources: the store attribute "cozy/elegant" and the recommendation sources "other customers", "third parties" and "friends or family"; the attribute "possibility to choose between different models of one product" with the sources "friends or family", "third parties" and "other customers"; the attribute "the store carries the latest products" with the sources "other customers", "friends or family" and "third parties”.