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Publication
Impact of non-commercial recommendations on store attributes salience: an empirical study
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Advisor(s)
Abstract(s)
The present study aims to investigate the impact of non-commercial recommendation sources on retail
store-attributes perceived salience. The study was directed to electronics bricks-and-mortar retail stores.
For that purpose, an empirical quantitative study was conducted with face-to-face interviews, using a
sample of 555 store customers. In the quantitative hypothesis testing, we correlated the store-attributes
perceived salience with the possible non-commercial recommendation sources. The results revealed several
positive correlations. Every recommendation source analyzed had between five to thirteen positive
significant correlations, out of fifteen possible. The most expressive correlations found were between the
variables: the store attribute "cozy/elegant" and the recommendation sources "other customers", "third
parties" and "friends or family"; the store attribute "possibility to choose between different models of one
product" with the recommendation sources "friends or family", "third parties" and "other customers"; the
store attribute "the store carries the latest products" with the recommendation sources "other customers",
"friends or family" and "third parties”.
Description
Keywords
Retailing Word-of-mouth Store choice criteria
Citation
Silveira, P. & Galvão, S. (2019). Impact of non-commercial recommendations on store attributes salience: an empirical study. The European Proceedings of Social & Behavioural Sciences