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

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    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.
    Original languageEnglish
    Title of host publicationProceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)
    EditorsTung Bui, Ralph H. Sprague, Jr.
    Number of pages10
    Place of PublicationLos Alamitos, CA
    Publication date2016
    Article number7427294
    ISBN (Print)9781479983896
    ISBN (Electronic)9780769556703
    Publication statusPublished - 2016
    Event49th Annual Hawaii International Conference on System Sciences, HICSS 2016 - Kauai, Hawaii, United States
    Duration: 5 Jan 20168 Jan 2016
    Conference number: 49


    Conference49th Annual Hawaii International Conference on System Sciences, HICSS 2016
    Country/TerritoryUnited States
    CityKauai, Hawaii
    Internet address
    SeriesProceedings of the Annual Hawaii International Conference on System Sciences

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