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The data collected from 549 consumers show that the perceived importance of WOM remains equal to or even higher than that of self-evaluation for credence goods (product quality unknown even after purchase and use) and the so-called digital goods without Web access
However, the importance of self-evaluation increases when consumers have both Web access and non-Web sources of shopping information. The Web appears to make self-evaluation by consumers more important than inputs from others
Thus, shoppers may prefer self-evaluation to WOM or may regard these two decision patterns as equal. Therefore, when the Web is not readily accessible, we have the following hypothesis.
Thus shoppers have more confidence in following the recommendation. For credence goods, since WOM cannot provide a definite evaluation, shoppers still need to commit considerable effort to collect and synthesize additional information for making a decision.
The information-searching cost is relatively higher for shoppers to collect shopping information by themselves, so they would naturally prefer getting inputs from trusted other individuals like family members or friends
When we match the above analysis across product categories, we expect that WOM provides a relatively definite recommendation for search and experience goods. It is because the quality of product and services is relatively easy to evaluate either before or after purchase and use
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