Title: Examining the moderating role of gender and point of purchase platforms on eWOM intentions

Authors: Manu Jain; Saumya Dixit; Shilpa Sindhu; Amit Shukla

Addresses: The NorthCap University, Near Rotary Public School Cartarpuri Alias, Huda, Sector 23A, Gurugram, Haryana 122017, India ' IIT Mandi, Parashar Road, Tehsil Sadar, Near Kataula, Kamand, Himachal Pradesh 175005, India ' The NorthCap University, Near Rotary Public School Cartarpuri Alias, Huda, Sector 23A, Gurugram, Haryana 122017, India ' IIT Kanpur, Kalyanpur, Kanpur – 208016, India

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.

Keywords: e-tailer; brand website; positive eWOM; altruism; intention.

DOI: 10.1504/IJIMA.2024.140450

International Journal of Internet Marketing and Advertising, 2024 Vol.21 No.1/2, pp.68 - 83

Received: 14 Oct 2022
Accepted: 30 Mar 2023
Published online: 19 Aug 2024 *

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