Do Others’ Opinion Matter? Investigating the Impact of Gender Differences on Trustworthiness of e-WOM

Fei Liu, Bo Sophia Xiao, Eric T. K. Lim, Chee-Wee Tan

    Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

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    Abstrakt

    The maturing of Web 2.0 infrastructure fosters the rapid generation and dissemination of electronic wordof- mouth (e-WOM). The abundance of e-WOM allows online service providers to facilitate consumers’ trust building. However, due to the often coexistence of two forms of e-WOM, namely numerical rating and opinionated review, consumers can perceive cognitive dissonance between the former and the latter. This cognitive dissonance can hinder the formation of consumers’ trust and compel them to resolve the conflict. Guided by confirmation bias theory, we propose that, to maintain trusting beliefs when experiencing dissonance in e-WOM, male consumers value opinionated review over numerical rating and vice versa for their female counterparts. The results of our field survey on a custom developed website with 115 college students empirically validated our hypothesized relationships and also unveiled male’s general bias towards opinionated review. Our findings can contribute to both research and practice.
    OriginalsprogEngelsk
    TitelProceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)
    RedaktørerTung Bui, Ralph H. Sprague, Jr.
    Antal sider10
    UdgivelsesstedLos Alamitos, CA
    ForlagIEEE
    Publikationsdato2016
    Sider909-918
    Artikelnummer7427294
    ISBN (Trykt)9781479983896
    ISBN (Elektronisk)9780769556703
    DOI
    StatusUdgivet - 2016
    BegivenhedThe 49th Hawaii International Conference on System Sciences. HICSS 2016 - Kauai, Hawaii, USA
    Varighed: 5 jan. 20168 jan. 2016
    Konferencens nummer: 49
    http://www.hicss.org/

    Konference

    KonferenceThe 49th Hawaii International Conference on System Sciences. HICSS 2016
    Nummer49
    LandUSA
    ByKauai, Hawaii
    Periode05/01/201608/01/2016
    Internetadresse
    NavnProceedings of the Annual Hawaii International Conference on System Sciences
    ISSN1060-3425

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