Gender differences in consumers’ perception of online consumer reviews

Gender differences in consumers’ perception of online consumer reviews 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Electronic Commerce Research Springer Journals

Gender differences in consumers’ perception of online consumer reviews

Loading next page...
 
/lp/springer-journal/gender-differences-in-consumers-perception-of-online-consumer-reviews-EQXJ38uEef
Publisher
Springer US
Copyright
Copyright © 2010 by Springer Science+Business Media, LLC
Subject
Business and Management; IT in Business; Data Structures, Cryptology and Information Theory; Operation Research/Decision Theory; Computer Communication Networks; Business and Management, general; e-Commerce/e-business
ISSN
1389-5753
eISSN
1572-9362
D.O.I.
10.1007/s10660-010-9072-y
Publisher site
See Article on Publisher Site

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.

Journal

Electronic Commerce ResearchSpringer Journals

Published: Nov 17, 2010

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create lists to
organize your research

Export lists, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off