The multiplicity of channels and the ubiquitous access to product information represent major service innovations that new technologies have incorporated into the purchase process. This research analyzes how consumer and seller recommendations affect the consumer’s purchase decision and confidence in a multichannel service context based on an online-offline sequence.

• Carlos Flavian(Universidad de Zaragoza)
• Raquel Gurrea(Universidad de Zaragoza)
• Carlos Orus(Universidad de Zaragoza)