网络购物中用户生成内容的影响:性别对购买行为、信任和购买意愿的影响

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2017-11-02 DOI:10.1504/IJEMR.2017.10008550

Beheruz N. Sethna, Sunil Hazari, B. J. Bergiel

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引用次数: 31

摘要

调查用户生成内容（UGC）对购买行为、信任和购买意愿影响的性别差异。UGC是指可以影响其他用户购买决策的在线评论/意见。通过对美国一所大学232名本科生的调查收集的定量数据。UGC对女性的购买意愿和信任有更大的影响。在UGC对中性产品的影响、阅读UGC的倾向、购买频率和创作评论方面没有发现性别差异。为对消费者使用UGC感兴趣的管理者提供了见解。监控正在写的内容不仅很重要，还重要的是谁在写。更好地了解目标受众只会提高组织的营销效率。这项研究试图解决一个相对未满足的需求，即专门解决与教资会有关的性别差异的研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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

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.

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.