Impact of gender on the acceptance of electronic word-of-mouth (eWOM) information in Spain

• Javier A. Sánchez Torres ^[1] ; Francisco-Javier Arroyo-Cañada ^[2] ; Maria-Llüisa Solé-Moro ^[2] ; Ana Argila-Irurita ^[2]
  1. [1] Universidad de Medellín

     Universidad de Medellín

     Colombia

     
  2. [2] Universitat de Barcelona

     Universitat de Barcelona

     Barcelona, España

     
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 63, Nº. 4, 2018
• Idioma: inglés
• DOI: 10.22201/fca.24488410e.2018.1428
• Títulos paralelos:
  • Impacto del género en la aceptación de la información electrónica de boca en boca (eWOM) en España
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    El objetivo de este trabajo es analizar las diferencias entre hombres y mujeres en la aceptación de la información eWOM. Para ello se ha utilizado el Modelo de Aceptación de la Información (IACM), que aborda las características que se evalúan en el uso y actitud hacia el uso de la información y que desempeñan un papel en el proceso de toma de decisiones de compra, como se evidenció en la revisión de la literatura realizada. Se ha utilizado un modelo empírico, que se espera sea validado a partir de la información recogida a través de un cuestionario en línea completado por 271 usuarios de redes sociales en España. Se introduce un modelo de ecuaciones estructurales (SEM) para calcular la estructura de medición de las variables y las relaciones entre ellas. Este documento proporciona información útil sobre la comprensión de las diferencias en el comportamiento de los hombres y las mujeres en relación con eWOM en línea, por lo tanto, podría implicar diferenciado de marketing en línea y las actividades de gestión de la reputación.

  • English

    The aim of this paper is to analyze the differences between males and females in the acceptance of eWOM information. For this purpose, the Information Acceptance Model (IACM), which addresses the characteristics that are evaluated in the use and attitude towards the use of information and play a role in the purchase decision-making process, as demonstrated in the literature, has been used as a reference. An empirical model, which is expected to be validated from the information collected through an online questionnaire completed by 271 users of social networking sites in Spain, has been used. A structural equation model (SEM) is introduced to calculate the measurement structure of the variables and the relationships between them. This paper provides useful insights into the understanding of the differences in the behaviour of males and females regarding online eWOM, and therefore could imply differentiated online marketing and reputation management activities.

• Referencias bibliográficas
  • Agudo Peregrina, Á. F. (2014). Análisis de los factores de adopción de comercio electrónico en segmentos de consumidores finales. aplicación...
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-t
  • Alreck, P., & Settle, R. (2002). The hurried consumer: Time-saving perceptions of Internet and catalogue shopping. Journal of Database...
  • Arroyo-Cañada, F.-J., & Gil-lafuente, J. (2014). Análisis de la incidencia del género en la actitud hacia el uso del t-commerce mediante...
  • Ba, S. P. A. (2002). Evidence of the effect of trust building technology in electronic ... MIS Quarterly, 26(3), 243–268. https://doi.org/10.2307/4132332
  • Bailey, A. A. (2004). Thiscompanysucks.com: the use of the Internet in negative consumer to consumer articulations. Journal of Marketing Communications,...
  • Balaji, M. S., Khong, K. W., & Chong, A. Y. L. (2016). Determinants of negative word-of-mouth communication using social networking sites....
  • Bansal, H. S., & Voyer, P. a. (2000). Word-of-Mouth Processes within a Services Purchase Decision Context. Journal of Service Research,...
  • Çelik, H. E., & Yilmaz, V., (2011). Extending The Technology Acceptance Model For Acceptance Of E-Shopping By Consumers In Turkey. Journal...
  • Chan, T. K. H., Cheung, C. M. K., Shi, N., & Lee, M. K. O. (2015). Gender differences in satisfaction with Facebook users. Industrial...
  • Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative...
  • Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth The acceptance of online opinions in online customer...
  • Chiu, C.-M., Chang, C.-C., Cheng, H.-L., & Fang, Y.-H. (2009). Determinants of customer repurchase intention in online shopping. Online...
  • Chiu, C. M., Wang, E. T. G., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce:...
  • Chu, S.-C. (2010). Determinants of consumer engagement in electronic word-of-mouth in social networking sites. Dissertation Abstracts International...
  • Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International...
  • Churchill, G. A., & Iacobucci, D. (2004). Marketing Research: Methodological Foundations. Structural Equation Modeling (Vol. 4. Aufl.)....
  • Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319....
  • Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in the Workplace’ FRED D. DAVIS....
  • Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information...
  • Escobar-Rodríguez, T., & Carvajal-Trujillo, E. (2014). Online purchasing tickets for low cost carriers: An application of the unified...
  • Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal...
  • Gefen, D., Straub, D. W., & Boudreau, M.-C. (2000). Structural Equation Modeling and Regression : Guidelines for Research Practice. Communications...
  • Goldsmith, R. R. E., & Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising, 6(2),...
  • Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer...
  • Hair, J. F. J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)....
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates...
  • Hennig-Thurau, T., & Walsh, G. (2003). Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the...
  • Knoll, J. (2015). Advertising in social media: a review of empirical evidence. International Journal of Advertising, 0(0), 1–35. https://doi.org/10.1080/02650487.2015.1021898
  • Matute Vallejo, J., Polo Redondo, Y., & Utrillas Acerete, A. (2015). Las características del boca-oído electrónico y su influencia en...
  • Melorose, J., Perroy, R., & Careas, S. (2013). Estratégias de distribución y comportamiento de compra multicanal: Tendencias y oportunidades...
  • Oviedo García, M. de los Á., Muñoz Expósito, M., & Castellanos-Verdugo, M. (2015). La expansión de las redes sociales. Un reto para la...
  • Park, D.-H., Lee, J., & Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of...
  • Petty, R. E., & Cacioppo, J. T. (1988). Communication and Persuasion: Central and Peripheral Routes to Persuasion. The Public Opinion...
  • Prendergast, G., Ko, D., & Yuen, S. Y. V. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising,...
  • Salo, M., & Frank, L. (2015). User behaviours after critical mobile application incidents: the relationship with situational context....
  • Sánchez-Torres, J. A., & Arroyo-Cañada, F. X. (2016). Diferencias de la adopción del comercio electrónico entre países. Suma de Negocios,...
  • Shen, X. L., Cheung, C. M. K., & Lee, M. K. O. (2013). What leads students to adopt information from Wikipedia? An empirical investigation...
  • Shu, M. (Lavender), & Scott, N. (2014). Influence of Social Media on Chinese Students’ Choice of an Overseas Study Destination: An Information...
  • Sundaram, D. S., & Hills, B. (1998). Word-of-Mouth Communications : A Motivational Analysis. Advances in Consumer Research, 25 (1), 527–531....
  • Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge acceptance. Information...
  • Venkatesh, V., Thong, James. Y., Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance...
  • Venkatesh, V., Morris, M., Davis, G., & Davis, F. (2003). User Acceptance of information Technology: Toward a Unified View. MIS Quarterly,...
  • Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework....
  • War, J. C., & Ostrom, A. L. (2006). Complaining to the Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites. Journal...
  • Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the Web. Journal of the American Society for...
  • Wu, F., Mahajan, V., & Balasubramanian, S. (2003). An Analysis of E-Business Acceptance and its Impact on Business Performance. Journal...