Abstract
This study examined the integrative effects of a brand’s online product description, eWOM content, digital retail platforms and innovation adoption factors on a consumer’s decision-making process. Results from a between-subject experiment (N=231) suggest that consumer perceptions of product-description usefulness, technology fluidity, product usefulness, product-use ease, consumer-review trustworthiness, consumer-review usefulness, user ratings of consumer reviews and retail-platform trustworthiness have a direct or indirect effect on their attitude and purchase intention toward the technology product.
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