EFFECT OF ELECTRONIC WORD-OF-MOUTH ON CONSUMER PURCHASE INTENTION: THE PERSPECTIVE OF GENDER DIFFERENCES

Electronic word of mouth is available to customers in different types of online consumer reviews, which can be used to help them make e-commerce purchasing decisions. Customers acknowledge that online consumer reviews help them to determine eWOM credibility and to make purchasing decisions. This study uses surveys and multiple regression analysis to create an extended Elaboration Likelihood Model that describes the relationship between customer expertise, involvement, and rapport to acceptance and use of electronic word of mouth in making purchasing decisions. The study focuses on the cultural effects of gender on the extended Elaboration Likelihood Model and purchasing decisions in e-commerce virtual communities. Study results show that involvement has the most significant effect on perceived eWOM credibility. Study results show that perceived eWOM credibility has a significant effect on eWOM acceptance and intent to purchase. Study results also show the male customers have different e-commerce shopping behaviors than female customers.