Unleash the power of mobile word‐of‐mouth

Xiao‐Liang Shen (Economics and Management School, Wuhan University, Wuhan, People's Republic of China)
Nan Wang (Department of Information Systems, USTC‐CityU Joint Advanced Research Center, Suzhou Institute for Advanced Study, University of Science and Technology of China, Suzhou, People's Republic of China)
Yongqiang Sun (School of Information Management, Wuhan University, Wuhan, People's Republic of China)
Li Xiang (Department of Information Systems, USTC‐CityU Joint Advanced Research Center, Suzhou Institute for Advanced Study, University of Science and Technology of China, Suzhou, People's Republic of China)

Online Information Review

ISSN: 1468-4527

Publication date: 15 February 2013

Abstract

Purpose

This study aims to examine the effects of system and information characteristics in developing users' perceptions towards ubiquitous decision support systems (UDSS).

Design/methodology/approach

The research model is empirically examined with survey data from 218 mobile users who have adopted a UDSS, i.e. mobile Dianping.com. A structural equation modelling approach is employed to assess the hypotheses.

Findings

The findings demonstrate that system characteristics of wireless networks, mobile devices and mobile applications significantly predicted system quality, which in turn determined system usefulness. Localisation, immediacy and customisation of mobile word‐of‐mouth were the major predictors of information quality, which in turn determined information usefulness.

Originality/value

This study contributes to our current understanding of ubiquitous commerce, especially mobile word‐of‐mouth, by presenting an integrated research framework, identifying system and information characteristics that are specific to the ubiquitous era, extending system quality and system usefulness from a single system to a combination of systems, and empirically examining the crossover effects between system and information factors.

Keywords

Citation

Shen, X., Wang, N., Sun, Y. and Xiang, L. (2013), "Unleash the power of mobile word‐of‐mouth", Online Information Review, Vol. 37 No. 1, pp. 42-60. https://doi.org/10.1108/14684521311311621

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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