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

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  • Zhang, Kem Z.K.
  • Cheung, Christy M.K.
  • Lee, Matthew K.O.

Abstract

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.

Suggested Citation

  • Zhang, Kem Z.K. & Cheung, Christy M.K. & Lee, Matthew K.O., 2014. "Examining the moderating effect of inconsistent reviews and its gender differences on consumers’ online shopping decision," International Journal of Information Management, Elsevier, vol. 34(2), pages 89-98.
    • Handle: RePEc:eee:ininma:v:34:y:2014:i:2:p:89-98
    DOI: 10.1016/j.ijinfomgt.2013.12.001
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    References listed on IDEAS

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