Examining the moderating effect of inconsistent reviews and its gender differences on consumers’ online shopping decision

Kem Z.K. Zhang, Christy M.K. Cheung and Matthew K.O. Lee

International Journal of Information Management, 2014, vol. 34, issue 2, 89-98

Abstract: The prevalence of social media has provided consumers with many opportunities to post online reviews on a wide range of products on the Internet. In this study, we attempt to investigate the moderating effect of inconsistent reviews (i.e., a mix of positive and negative reviews) on consumers’ purchase decision. We further examine whether the effect will differ from female to male consumers.

Keywords: Online consumer review; Electronic word-of-mouth; Trust; Gender difference; Social media (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:eee:ininma:v:34:y:2014:i:2:p:89-98

DOI: 10.1016/j.ijinfomgt.2013.12.001

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