Impact of gender on the acceptance of electronic word-of-mouth (eWOM) information in Spain

Javier A. Sánchez Torres1 (), Francisco-Javier Arroyo-Cañada, Maria-Luisa Solé-Moro and Ana Argila-Irurita
Additional contact information
Javier A. Sánchez Torres1: Universidad de Medellín, Colombia
Francisco-Javier Arroyo-Cañada: Universidad de Barcelona, España
Maria-Luisa Solé-Moro: Universidad de Barcelona, España
Ana Argila-Irurita: Universidad de Barcelona, España

Contaduría y Administración, 2018, vol. 63, issue 4, 37-38

Abstract: The aim of this paper is to analyze the differences between males and females in the acceptance of eWOM information. For this purpose, the Information Acceptance Model (IACM), which addresses the characteristics that are evaluated in the use and attitude towards the use of information and play a role in the purchase decision-making process, as demonstrated in the literature, has been used as a reference. An empirical model, which is expected to be validated from the information collected through an online questionnaire completed by 271 users of social networking sites in Spain, has been used. A structural equation model (SEM) is introduced to calculate the measurement structure of the variables and the relationships between them. This paper provides useful insights into the understanding of the differences in the behaviour of males and females regarding online eWOM, and therefore could imply differentiated online marketing and reputation management activities.

Keywords: eWOM; Purchase decision; Gender; Information acceptance; Social Networking Sites. (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.cya.unam.mx/index.php/cya/article/view/1428/1168 (application/pdf)

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:nax:conyad:v:63:y:2018:i:4:p:37-38

Access Statistics for this article

Contaduría y Administración is currently edited by Francisco López-Herrera (Editors in Chief)

More articles in Contaduría y Administración from Accounting and Management Contact information at EDIRC.
Bibliographic data for series maintained by Alberto García-Narvaez (Technical Editor) ().