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

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.