Examining the moderating effect of inconsistent reviews and its gender differences on consumers’ online shopping decision

•This study examines the role of inconsistent reviews in online shopping decision.•We examine its moderating effect and gender differences in a trust-based model.•Cognitive trust affects emotional trust, which further leads to purchase intention.•Emotional trust affects purchase intention more in th...

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Vydáno v:International journal of information management Ročník 34; číslo 2; s. 89 - 98
Hlavní autoři: Zhang, Kem Z.K., Cheung, Christy M.K., Lee, Matthew K.O.
Médium: Journal Article
Jazyk:angličtina
Vydáno: Kidlington Elsevier Ltd 01.04.2014
Elsevier
Elsevier Science Ltd
Témata:
Consumer behavior
Consumers
Decisions
Digital media
Electronic commerce
Electronic word-of-mouth
Emotions
Enrichment
Exact sciences and technology
Female to male
Females
Gender
Gender difference
Gender differences
Information and communication sciences
Information processing
Information science. Documentation
Information service management
Information system management
Internet
Laboratories
Library and information science. General aspects
Literary influences
Literature
Males
Mass media
Online
Online consumer review
Online shopping
Product reviews
Purchase intention
Reasoned action theory
Researcher subject relations
Sciences and techniques of general use
Shopping
Social media
Social networks
Structural equation modeling
Studies
Trust
Use and user studies. Information needs
User behaviour
Trust
Electronic word-of-mouth
Social media
Online consumer review
Gender difference
On line
Consumer
Sex
Decision
ISSN:0268-4012, 1873-4707
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Shrnutí:•This study examines the role of inconsistent reviews in online shopping decision.•We examine its moderating effect and gender differences in a trust-based model.•Cognitive trust affects emotional trust, which further leads to purchase intention.•Emotional trust affects purchase intention more in the inconsistent review context.•The moderating effect of inconsistent reviews is stronger for female consumers. The prevalence of social media has provided consumers with many opportunities to post online reviews on a wide range of products on the Internet. In this study, we attempt to investigate the moderating effect of inconsistent reviews (i.e., a mix of positive and negative reviews) on consumers’ purchase decision. We further examine whether the effect will differ from female to male consumers. We explain the moderating effect and its gender differences based on the theory of reasoned action, trust literature, and information processing literature. The research hypotheses are empirically tested in a laboratory experiment using structural equation modeling approach. Our findings show that consumers’ cognitive trust to online retailers affects emotional trust, which further leads to purchase intention. When consumers are exposed to inconsistent reviews, the influence of emotional trust on purchase intention is significantly stronger. Moreover, the moderating effect of inconsistent reviews is stronger for female consumers than for male consumers. We expect that this study can enrich the understanding of how inconsistent reviews play a role in consumers’ online shopping decision. Online retailers may apply our findings and leverage the influence of online consumer reviews in social media. Implications for both researchers and practitioners are discussed.
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ISSN:0268-4012
1873-4707
DOI:10.1016/j.ijinfomgt.2013.12.001