Examining the moderating effect of inconsistent reviews and its gender differences on consumers' online shopping decision

Authors:
Kem Z. K. Zhang;Christy M. K. Cheung;Matthew K. O. Lee
Affiliations:
-;-;-
Venue:
International Journal of Information Management: The Journal for Information Professionals
Year:
2014

Citing 33
Cited 0

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

MIS Quarterly
A cross-cultural study on escalation of commitment behavior in software projects

MIS Quarterly
The impact of culture and gender on web sites: an empirical study

ACM SIGMIS Database
Developing and Validating Trust Measures for e-Commerce: An Integrative Typology

Information Systems Research
Understanding Customer Trust in Agent-Mediated Electronic Commerce, Web-Mediated Electronic Commerce, and Traditional Commerce

Information Technology and Management
A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study

Information Systems Research
Understanding consumer trust in Internet shopping: A multidisciplinary approach

Journal of the American Society for Information Science and Technology
The Nature and Role of Feedback Text Comments in Online Marketplaces: Implications for Trust Building, Price Premiums, and Seller Differentiation

Information Systems Research
Research Note: The Influence of Recommendations and Consumer Reviews on Evaluations of Websites

Information Systems Research
Do I Trust You Online, and If So, Will I Buy? An Empirical Study of Two Trust-Building Strategies

Journal of Management Information Systems
The effect of negative online consumer reviews on product attitude: An information processing view

Electronic Commerce Research and Applications
Establishing Trust in Electronic Commerce Through Online Word of Mouth: An Examination Across Genders

Journal of Management Information Systems
Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations

International Journal of Electronic Commerce
Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration

Information Systems Research
An exploratory study of cognitive effort involved in decision under Framing-an application of the eye-tracking technology

Decision Support Systems
The effects of Web assurance seals on consumers' initial trust in an online vendor: A functional perspective

Decision Support Systems
Positive Effects of Negative Publicity: When Negative Reviews Increase Sales

Marketing Science
Consumer's decision to shop online: The moderating role of positive informational social influence

Information and Management
Trust and TAM in online shopping: an integrated model

MIS Quarterly
Moving beyond intentions and toward the theory of trying: effects of work environment and gender on post-adoption information technology use

MIS Quarterly
Understanding and predicting electronic commerce adoption: an extension of the theory of planned behavior

MIS Quarterly
The effects of personalizaion and familiarity on trust and adoption of recommendation agents

MIS Quarterly
Interactive decision aids for consumer decision making in E-commerce: the influence of perceived strategy restrictiveness1

MIS Quarterly
The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust

International Journal of Information Management: The Journal for Information Professionals
Case study: 'Arrivederci CIAO.com, Buongiorno Bing.com'-Electronic word-of-mouth (eWOM), antecedences and consequences

International Journal of Information Management: The Journal for Information Professionals
An empirical investigation of mobile banking adoption: The effect of innovation attributes and knowledge-based trust

International Journal of Information Management: The Journal for Information Professionals
Predicting online grocery buying intention: a comparison of the theory of reasoned action and the theory of planned behavior

International Journal of Information Management: The Journal for Information Professionals
Three decades of research on consumer adoption and utilization of electronic banking channels: A literature analysis

Decision Support Systems
Effects of conflicting aggregated rating on eWOM review credibility and diagnosticity: The moderating role of review valence

Decision Support Systems
A heuristic-systematic model of end-user information processing when encountering IS exceptions

Information and Management
Negative online word-of-mouth: Behavioral indicator or emotional release?

Computers in Human Behavior
Web strategies to promote internet shopping: is cultural-customization needed?

MIS Quarterly
Understanding user revisions when using information system features: adaptive system use and triggers

MIS Quarterly

Quantified Score

Hi-index	0.00

Visualization

Abstract

The prevalence of social media has provided consumers with many opportunities to post online reviews on a wide range of products on the Internet. In this study, we attempt to investigate the moderating effect of inconsistent reviews (i.e., a mix of positive and negative reviews) on consumers' purchase decision. We further examine whether the effect will differ from female to male consumers. We explain the moderating effect and its gender differences based on the theory of reasoned action, trust literature, and information processing literature. The research hypotheses are empirically tested in a laboratory experiment using structural equation modeling approach. Our findings show that consumers' cognitive trust to online retailers affects emotional trust, which further leads to purchase intention. When consumers are exposed to inconsistent reviews, the influence of emotional trust on purchase intention is significantly stronger. Moreover, the moderating effect of inconsistent reviews is stronger for female consumers than for male consumers. We expect that this study can enrich the understanding of how inconsistent reviews play a role in consumers' online shopping decision. Online retailers may apply our findings and leverage the influence of online consumer reviews in social media. Implications for both researchers and practitioners are discussed.