Document Type
Article
Publication Date
3-11-2019
Publication Title
Applied Economics
Volume
51
Issue
28
First Page
3001
Last Page
3014
Abstract
Considering the significant effects of electronic Word-of-Mouth (eWOM), this research explores how individuals respond to eWOM and whether gender differences exist in their perceptions. To do so, by employing the perspective of social interactions, we examine the proposed relationships are different between genders. We collected data using a survey and tested the hypotheses via path analysis. The results indicate that, gender differences were found specific to search effort, product involvement, and information credibility. Women with strong online ties had a tendency to be more involved in the product information and to find the information more credible. In addition, when women had an increased search effort, they were more likely to have intention spread eWOM. This research provides insights to further research related to gender differences in eWOM by discussing implications for research and practice.
Recommended Citation
Sun, Jonghak; Song, Seokwoo; House, Deanna; and Kwon, Mintaek, "Role of gender differences on individuals' responses to electronic word-of-mouth in social interactions" (2019). Information Systems and Quantitative Analysis Faculty Publications. 102.
https://digitalcommons.unomaha.edu/isqafacpub/102
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Comments
This is an Accepted Manuscript of an article published by Taylor & Francis in Applied Economics on March 11, 2019, available online: https://doi-org.leo.lib.unomaha.edu/10.1080/00036846.2018.1564015