Role of gender differences on individuals' responses to electronic word-of-mouth in social interactions

Considering the significant effects of electronic Word-of-Mouth (eWOM), this research explores how individuals respond to eWOM and whether gender differences exist in their perceptions. To do so, by employing the perspective of social interactions, we examine the proposed relationships are different between genders. We collected data using a survey and tested the hypotheses via path analysis. The results indicate that, gender differences were found specific to search effort, product involvement, and information credibility. Women with strong online ties had a tendency to be more involved in the product information and to find the information more credible. In addition, when women had an increased search effort, they were more likely to have intention spread eWOM. This research provides insights to further research related to gender differences in eWOM by discussing implications for research and practice.