Examining the moderating role of gender and point of purchase platforms on eWOM intentions
by Manu Jain; Saumya Dixit; Shilpa Sindhu; Amit Shukla
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 21, No. 1/2, 2024

Abstract: Owing to uncertainty pertaining to online shopping, researchers have acknowledged the presence of positive eWOM on e-commerce websites as an important source of information. However, existing research does not explain the effect of beliefs on consumer attitude and intentions. Hence, drawing on the belief attitude intention model, this research examines the role of behavioural beliefs pertaining to economic incentives and altruism on attitude towards writing eWOM. Furthermore, the moderating role of gender and point of purchase platforms is also tested. Data collected from 277 millennials was analysed using structural equation modelling (SEM). The results indicate that behavioural beliefs pertaining to economic incentives and altruism are significant predictors of attitude, which further strengthens positive eWOM intentions. Furthermore, gender moderates the relation between altruism and attitude and point of purchase platforms moderates the economic incentives-attitude and attitude-intention relationship. Implications for theory and practitioners are also discussed.

Online publication date: Mon, 19-Aug-2024

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