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ABSTRACT

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.

Keywords: eWOM, E-commerce, Gender

1. INTRODUCTION

Customers read electronic word-of-mouth (eWOM) to make purchasing decisions. Studies show that social factors affect acceptance of eWOM [12,18]. eWOM can be found in virtual communities: consumer reviews, blogs, forums, and social networks. Social norms or opinions in the virtual communities affect acceptance of eWOM, particularly among regular internet users [13,14].

Personal attributes also affect acceptance of eWOM. Expertise and involvement can help customers determine eWOM quality [3,20]. Trust is an important antecedent of behaviors, such as accepting advice, that require dependence on others [15]. Customers depend upon trust to overcome high-level risks associated with online shopping [22]. As a result, trust affects purchasing decisions [4]. Credibility is an element of trust. If customers believe that advice is credible, they are more willing to accept and use the eWOM to make purchasing decisions [6,16].

Cultural factors, such as gender, also affect use and acceptance of eWOM [10]. Women generally use virtual communities to give and receive social support; men generally use virtual communities to increase and protect social standing [1].

This study investigates social factors, personal attributes, and cultural factors that can affect use and acceptance of eWOM. The study shows that gender differences affect use and acceptance of eWOM and purchasing decisions.

2. THEORY AND HYPOTHESES

2.1 The Elaboration Likelihood Model

This study uses the...

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