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

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

    Abstract

    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.
    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.
    LanguageEnglish
    Title of host publicationProceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)
    EditorsTung Bui, Ralph H. Sprague, Jr.
    Place of PublicationLos Alamitos, CA
    PublisherIEEE
    Date2016
    Pages909-918
    ISBN (Print)9781479983896
    DOIs
    StatePublished - 2016
    EventThe 49th Hawaii International Conference on System Sciences. HICSS 2016 - Kauai, Hawaii, United States
    Duration: 5 Jan 20168 Jan 2016
    Conference number: 49
    http://www.hicss.org/

    Conference

    ConferenceThe 49th Hawaii International Conference on System Sciences. HICSS 2016
    Number49
    CountryUnited States
    CityKauai, Hawaii
    Period05/01/201608/01/2016
    Internet address
    SeriesProceedings of the Annual Hawaii International Conference on System Sciences
    ISSN1060-3425

    Cite this

    Liu, F., Xiao, B. S., Lim, E. T. K., & Tan, C-W. (2016). Do Others’ Opinion Matter? Investigating the Impact of Gender Differences on Trustworthiness of e-WOM. In T. Bui, & R. H. Sprague, Jr. (Eds.), Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016) (pp. 909-918). Los Alamitos, CA: IEEE. Proceedings of the Annual Hawaii International Conference on System Sciences, DOI: 10.1109/HICSS.2016.117
    Liu, Fei ; Xiao, Bo Sophia ; Lim, Eric T. K. ; Tan, Chee-Wee. / Do Others’ Opinion Matter? Investigating the Impact of Gender Differences on Trustworthiness of e-WOM. Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016). editor / Tung Bui ; Ralph H. Sprague, Jr.Los Alamitos, CA : IEEE, 2016. pp. 909-918 (Proceedings of the Annual Hawaii International Conference on System Sciences).
    @inproceedings{5199ba4a2182487ea5536a2117345286,
    title = "Do Others’ Opinion Matter?: Investigating the Impact of Gender Differences on Trustworthiness of e-WOM",
    abstract = "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.",
    author = "Fei Liu and Xiao, {Bo Sophia} and Lim, {Eric T. K.} and Chee-Wee Tan",
    year = "2016",
    doi = "10.1109/HICSS.2016.117",
    language = "English",
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    editor = "Tung Bui and {Sprague, Jr.}, {Ralph H.}",
    booktitle = "Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)",
    publisher = "IEEE",
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    Liu, F, Xiao, BS, Lim, ETK & Tan, C-W 2016, Do Others’ Opinion Matter? Investigating the Impact of Gender Differences on Trustworthiness of e-WOM. in T Bui & RH Sprague, Jr. (eds), Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016). IEEE, Los Alamitos, CA, Proceedings of the Annual Hawaii International Conference on System Sciences, pp. 909-918, Kauai, Hawaii, United States, 05/01/2016. DOI: 10.1109/HICSS.2016.117

    Do Others’ Opinion Matter? Investigating the Impact of Gender Differences on Trustworthiness of e-WOM. / Liu, Fei; Xiao, Bo Sophia; Lim, Eric T. K.; Tan, Chee-Wee.

    Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016). ed. / Tung Bui; Ralph H. Sprague, Jr.Los Alamitos, CA : IEEE, 2016. p. 909-918.

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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    AB - 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.

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    Liu F, Xiao BS, Lim ETK, Tan C-W. Do Others’ Opinion Matter? Investigating the Impact of Gender Differences on Trustworthiness of e-WOM. In Bui T, Sprague, Jr. RH, editors, Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016). Los Alamitos, CA: IEEE. 2016. p. 909-918. (Proceedings of the Annual Hawaii International Conference on System Sciences). Available from, DOI: 10.1109/HICSS.2016.117