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

Authors: Beheruz N. Sethna; Sunil Hazari; Blaise Bergiel

Addresses: Department of Marketing and Real Estate, Richards College of Business, The University of West Georgia (UWG), Carrollton, Georgia 30118, USA ' Department of Marketing and Real Estate, Richards College of Business, The University of West Georgia (UWG), Carrollton, Georgia 30118, USA ' Department of Marketing and Real Estate, Richards College of Business, The University of West Georgia (UWG), Carrollton, Georgia 30118, USA

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.

Keywords: online shopping; user generated content; UGC; gender effects on purchase behaviour; trust; intention to purchase.

DOI: 10.1504/IJEMR.2017.087719

International Journal of Electronic Marketing and Retailing, 2017 Vol.8 No.4, pp.344 - 371

Received: 27 Sep 2016
Accepted: 07 Dec 2016
Published online: 31 Oct 2017 *

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