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

作者：

Highlights：

• This study examines the role of inconsistent reviews in online shopping decision.

• We examine its moderating effect and gender differences in a trust-based model.

• Cognitive trust affects emotional trust, which further leads to purchase intention.

• Emotional trust affects purchase intention more in the inconsistent review context.

• The moderating effect of inconsistent reviews is stronger for female consumers.

摘要

•This study examines the role of inconsistent reviews in online shopping decision.•We examine its moderating effect and gender differences in a trust-based model.•Cognitive trust affects emotional trust, which further leads to purchase intention.•Emotional trust affects purchase intention more in the inconsistent review context.•The moderating effect of inconsistent reviews is stronger for female consumers.

论文关键词：Online consumer review,Electronic word-of-mouth,Trust,Gender difference,Social media

论文评审过程：Available online 20 December 2013.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2013.12.001