Examining the Role of Mobile Self-Efficacy in the Word-of-Mouth / Mobile Product Reviews Relationship

This article examines the role that mobile self-efficacy plays in the relationship between word of mouth and mobile product reviews. Using a mobile product review simulator, the authors demonstrate an inverted U-shape relationship where individuals prefer moderate information quality rather than either low or excessive information quality when assessing the trustworthiness of on-line reviews. Furthermore, mobile self-efficacy was shown to interact with information quality to increase trust and purchase intention.