Gender differences in consumers' perception of online consumer reviews

Authors:
Soonyong Bae;Taesik Lee
Affiliations:
Department of Industrial and Systems Engineering, KAIST, Daejeon, Republic of Korea 305-701;Department of Industrial and Systems Engineering, KAIST, Daejeon, Republic of Korea 305-701
Venue:
Electronic Commerce Research
Year:
2011

Citing 7
Cited 3

Gender differences in the perception and use of E-mail: an extension to the technology acceptance model

MIS Quarterly
Gender differences in perceptions of web-based shopping

Communications of the ACM - Evolving data mining into solutions for insights
Gender and Web information seeking: A self-concept orientation model: Research Articles

Journal of the American Society for Information Science and Technology
The Role of On-line Retailer Brand and Infomediary Reputation in Increasing Consumer Purchase Intention

International Journal of Electronic Commerce
The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement

International Journal of Electronic Commerce
If you build it will they come?--An empirical investigation of consumer perceptions and strategy in virtual worlds

Electronic Commerce Research
Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix

Management Science

Evaluating the performance of demographic targeting using gender in sponsored search

Information Processing and Management: an International Journal
Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists

Electronic Commerce Research
Real e-customer behavioural responses to free delivery and free returns

Electronic Commerce Research

Quantified Score

Hi-index	0.00

Visualization

Abstract

Since the early days of the Internet, gender gap has existed in using the Internet, and it is particularly evident for online shopping. Females perceive higher level of risk for online shopping, and as a result, they tend to hesitate to make purchase online. Online consumer reviews can effectively mitigate such perceived risk by females and thereby attract them to buy online. This study investigates the effect of online consumer reviews on consumer's purchase intention. In particular, we examine whether there are gender differences in responding to online consumer reviews. The results show that the effect of online consumer reviews on purchase intention is stronger for females than males. The negativity effect, that consumers are influenced by a negative review more than by a positive review, is also found to be more evident for females. These findings have practical implications for online sellers to guide them to effectively use online consumer reviews to engage females in online shopping.