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Impact of eWOM and risk-taking in gender on purchase intentions: evidence from Chinese social media

Author

Listed:
  • Muhammad Sohaib
  • Peng Hui
  • Umair Akram

Abstract

Electronic word-of-mouth (eWOM) has become as one of the most influential marketing tools in social media. The purposefulness of this study is to investigate the relationship between eWOM and purchase intention in Chinese social media context. The article also differentiates the risk-taking attitude between genders. Numerous studies have strived to elaborate eWOM phenomenon but little effort has done to explore its determinants. The results confirmed that argument quality, source credibility, and involvement are key determinants of eWOM in social media that positively influence customers purchase intentions. Furthermore, risk-taking propensity sounds more strongly in males than females, and it significantly and positively moderates the relationship of eWOM with purchase intentions. Findings of this study have important practical implications for marketing practitioners in Chinese social media environment. Marketers should devise the comprehensive distinct marketing plan for customers to get them involved in spreading eWOM that would enhance their purchase intentions.

Suggested Citation

  • Muhammad Sohaib & Peng Hui & Umair Akram, 2018. "Impact of eWOM and risk-taking in gender on purchase intentions: evidence from Chinese social media," International Journal of Information Systems and Change Management, Inderscience Enterprises Ltd, vol. 10(2), pages 101-122.
    • Handle: RePEc:ids:ijiscm:v:10:y:2018:i:2:p:101-122
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    Citations

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    Cited by:

    1. Manaf Al-Okaily & Abdul Rahman Al Natour & Farah Shishan & Ahmed Al-Dmour & Rasha Alghazzawi & Malek Alsharairi, 2021. "Sustainable FinTech Innovation Orientation: A Moderated Model," Sustainability, MDPI, vol. 13(24), pages 1-11, December.
    2. Jessica Müller-Pérez & Ángel Acevedo-Duque & Pilar Valenzuela Rettig & Elizabeth Emperatriz García-Salirrosas & Mirtha Mercedes Fernández-Mantilla & Sandra Sofía Izquierdo-Marín & Rina Álvarez-Becerra, 2023. "Consumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    3. Halder, Deepa & Pradhan, Debasis & Roy Chaudhuri, Himadri, 2021. "Forty-five years of celebrity credibility and endorsement literature: Review and learnings," Journal of Business Research, Elsevier, vol. 125(C), pages 397-415.

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