Online word-of-mouth (WOM) has been studied extensively by electronic commerce researchers, particularly in the realm of online product reviews. As mobile computing becomes more and more common, difference in navigation and the ability to foster focus may lead to changes in the way in which consumers read and react to mobile product reviews compared to online reviews. We use research related to mobile computing limitations, Mobile Self Efficacy and information overload to outlines a study in which two common online review outcomes, trust in the review and purchase intention are evaluated in a mobile environment.
Furner, Christopher P.; Zinko, Robert A.; Zhu, Zhen; McDowell, William; and Dalton, Adam, "Online Word-Of-Mouth and Mobile Product Reviews:An Experimental Investigation of the Mediating Role of Mobile Self Efficacy" (2014). WHICEB 2014 Proceedings. 66.