Gendered Differences in the Trust of E-Word-Of-Mouth From Virtual Reviewers

In this paper we study the trust of a virtual reviewer and use of word-of-mouth over the Web, and find a gendered difference in the attitude towards eWOM consumer reviews. Compared to men, women were significantly more likely to consider eWOM consumer reviews as informative, and reported that they were more likely to use these in their decision-making. Women also exhibited the negativity bias, viz. found negative reviews significantly more informative than positive reviews, while men did not. In this paper, we investigate the underlying reasons leading to this gendered difference in the trust of eWOM from a virtual reviewer.


Shahana Sen (2009) ,"Gendered Differences in the Trust of E-Word-Of-Mouth From Virtual Reviewers", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 127-127.


Shahana Sen, Fairleigh Dickinson University, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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