Examining the moderating role of gender and point of purchase platforms on eWOM intentions

Manu Jain, Saumya Dixit, Shilpa Sindhu and Amit Shukla

International Journal of Internet Marketing and Advertising, 2024, vol. 21, issue 1/2, 68-83

Abstract: Owing to uncertainty pertaining to online shopping, researchers have acknowledged the presence of positive eWOM on e-commerce websites as an important source of information. However, existing research does not explain the effect of beliefs on consumer attitude and intentions. Hence, drawing on the belief attitude intention model, this research examines the role of behavioural beliefs pertaining to economic incentives and altruism on attitude towards writing eWOM. Furthermore, the moderating role of gender and point of purchase platforms is also tested. Data collected from 277 millennials was analysed using structural equation modelling (SEM). The results indicate that behavioural beliefs pertaining to economic incentives and altruism are significant predictors of attitude, which further strengthens positive eWOM intentions. Furthermore, gender moderates the relation between altruism and attitude and point of purchase platforms moderates the economic incentives-attitude and attitude-intention relationship. Implications for theory and practitioners are also discussed.

Keywords: e-tailer; brand website; positive eWOM; altruism; intention. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=140450 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:21:y:2024:i:1/2:p:68-83

Access Statistics for this article

More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().