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Effects of Online Reviews on Evaluation and Purchase Intention of a Product in Internet Shopping: The Role of Gender Differences

Abstract

The present study examines how online reviews of a given product affect consumer evaluation and purchase intention in internet shopping. The results show that females are more likely than males to base their product evaluation and purchase intention on other consumers' online reviews rather than product attribute information. The role of gender differences in influenceability and its implications for the field of consumer psychology are discussed.

keywords
internet shopping, reviews of products, gender differences, influenceability

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