Opinion leaders in the domain of consumer electronics and their use of external search channels

Frank van Rijnsoever ()

No 08-20, Innovation Studies Utrecht (ISU) working paper series from Utrecht University, Department of Innovation Studies

Abstract: This study proposes and tests a number of hypotheses about opinion leaders in the domain of consumer electronics and their use of external search channels. Based on the results of a survey among 1872 consumers, opinion leaders in the domain of consumer electronics are found to most likely be young working males without children. The use of different search channels by opinion leaders is related to the degree of opinion leadership through an inverted U-shape. This study shows that these relationships are in fact explained by the respondents’ knowledge about the product category. Finally, the theoretical and managerial implications are discussed.

Keywords: opinion leaders; information search; knowledge base (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-mkt
Date: 2008-10, Revised 2008-10
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Persistent link: http://EconPapers.repec.org/RePEc:uis:wpaper:0820

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