Women Are More Web 2.0 Than Men!
Gender has an impact on the relationship of online word of mouth and trust in e-commerce. Some of our clients always thought it is unimportant to take a closer look at what difference gender makes. To encourage online commerce, many online retailers use online word-of-mouth systems, where consumers can rate products offered for sale. Results show that the effect of trust on intention to shop online is stronger for women than for men. We find that men value their ability to post content online, whereas women value the responsive participation of other consumers to the content they have posted.
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