Establishing trust in electronic commerce through online word of mouth: An examination across genders

• 成果类型: Article
• 署名作者: Awad, Neveen F.; Ragowsky, Arik
• 署名单位: Wayne State University; Wayne State University
• 刊物名称: JOURNAL OF MANAGEMENT INFORMATION SYSTEMS
• ISSN/ISSBN: 0742-1222
• DOI: 10.2753/MIS0742-1222240404
• 发表日期: 2008
• 页码: 101-121
• 关键词: technology acceptance; social presence; perceived ease; self-efficacy; usage; antecedents; orientation; perceptions; MODEL

摘要

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.