IS

AWAD, NEVEEN F.

Research Interests (4)

List of Topics (4)

Topic Weight Topic Terms
0.426 reviews product online review products wom consumers consumer ratings sales word-of-mouth impact reviewers word using
0.226 trust trusting study online perceived beliefs e-commerce intention trustworthiness relationships benevolence initial importance trust-building examines
0.149 role roles gender differences women significant play age men plays sample differ played vary understand
0.101 effect impact affect results positive effects direct findings influence important positively model data suggest test

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List of Coauthors (1)

Ragowsky, Arik 1

Article Keywords (6)

consumer-generated content 1 electronic commerce 1 gender 1 online trust 1
online word of mouth 1 Sociolinguistic theory 1

Articles (1)

Establishing Trust in Electronic Commerce Through Online Word of Mouth: An Examination Across Genders. (Journal of Management Information Systems, 2008)
Authors: Abstract:
    This paper focuses on the cultural effect of gender on the relationship of online word of mouth and trust in e-commerce. To encourage online commerce, many online retailers use online word-of-mouth systems, where consumers can rate products offered for sale. To date, how such ratings affect trust and adoption of e-commerce across genders has been relatively unexplored. We assess whether the effect of online trust on intention to shop online is moderated by gender. Our results show that the effect of trust on intention to shop online is stronger for women than for men. In addition, 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. Finally, we find that online word-of-mouth quality affects online trust differently across genders.