2008/04/01 by Neveen F. Awad, Neveen Awad, Arik Ragowsky · 1 citation
Decision Sciences · Social Sciences · #Digital Marketing and Social Media #Experimental Behavioral Economics Studies #Technology Adoption and User Behaviour
paper · doi:10.2753/mis0742-1222240404
openalex publication_date 2008/04/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29
This paper focuses on the cultural effect of gender on the relationship of online word of mouth and trust in e-commerce. To encourage online commerce, many online retailers use online word-of-mouth systems, where consumers can rate products offered for sale. To date, how such ratings affect trust and adoption of e-commerce across genders has been relatively unexplored. We assess whether the effect of online trust on intention to shop online is moderated by gender. Our results show that the effect of trust on intention to shop online is stronger for women than for men. In addition, we find that men value their ability to post content online, whereas women value the responsive participation of other consumers to the content they have posted. Finally, we find that online word-of-mouth quality affects online trust differently across genders.