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Influence of user generated content in online shopping: impact of gender on purchase behaviour, trust, and intention to purchase

Author

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  • Beheruz N. Sethna
  • Sunil Hazari
  • Blaise Bergiel

Abstract

To investigate differences in gender in the influence of user generated content (UGC) on purchase behaviour, trust, and intention to purchase. UGC refers to online comments/opinions which can influence other users' purchase decisions. Quantitative data gathered through a survey of 232 undergraduates at an American university. UGCs have a greater influence on purchase intentions and trust for females. No gender differences were found in terms of UGC's influence for a gender-neutral product, propensity to read UGCs, frequency of purchase and authoring reviews. Insights are provided for managers interested in consumers' use of UGC. It is not only important to monitor what is being written, but also who is writing it. A better understanding of the target audience can serve only to enhance an organisation's marketing efficiency. This research attempts to address a relatively unmet need for research specifically addressing gender differences relating to UGC.

Suggested Citation

  • Beheruz N. Sethna & Sunil Hazari & Blaise Bergiel, 2017. "Influence of user generated content in online shopping: impact of gender on purchase behaviour, trust, and intention to purchase," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 8(4), pages 344-371.
    • Handle: RePEc:ids:ijemre:v:8:y:2017:i:4:p:344-371
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    Citations

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    Cited by:

    1. Anastasios Panopoulos & Athanasios Poulis & Prokopis Theodoridis & Antonios Kalampakas, 2022. "Influencing Green Purchase Intention through Eco Labels and User-Generated Content," Sustainability, MDPI, vol. 15(1), pages 1-17, December.
    2. Ameen, Nisreen & Tarhini, Ali & Shah, Mahmood Hussain & Nusair, Khaldoon, 2021. "A cross cultural study of gender differences in omnichannel retailing contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Faqih, Khaled M.S., 2022. "Internet shopping in the Covid-19 era: Investigating the role of perceived risk, anxiety, gender, culture, and trust in the consumers’ purchasing behavior from a developing country context," Technology in Society, Elsevier, vol. 70(C).
    4. Flecha-Ortíz, José & Santos-Corrada, María & Dones-González, Virgin & López-González, Evelyn & Vega, Alberto, 2021. "Millennials & Snapchat: Self-expression through its use and its influence on purchase motivation," Journal of Business Research, Elsevier, vol. 125(C), pages 798-805.
    5. Minh-Tri Ha & Giang-Do Nguyen & Thi Huong-Thanh Nguyen & Bich-Duyen Nguyen, 2023. "The use of dietary supplements and vitamin consumption during and after the Covid pandemic in Vietnam: a perspective of user-generated content," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.

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