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Gender differences in consumers' word-of-mouth willingness in social networks: a moderated mediation model

Gender differences in consumers' word-of-mouth willingness in social networks: a moderated... This paper investigates the influence of gender on consumers' positive word-of-mouth willingness in social networks by conducting two different studies. In study 1, participants completed a questionnaire including the items of self-construal and word-of-mouth willingness. The results indicate that females prefer to generate more word-of-mouth in social networks than males. In addition, the level of self-construal fully mediates the relationship between gender and word-of-mouth willingness. The results of study 2 show that the role of scarcity as a moderator can affect the relationship between gender and word-of-mouth willingness. It moderates the relationship in such a way that when the offering is in a high level of scarcity (comparing to a low level), the gender differences of word-of-mouth would increase. Results also show that self-construal is a moderated mediator that as the offering's scarcity increased, the mediating effect of self-construal between gender and word-of-mouth willingness would be decreased. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Services Operations and Informatics Inderscience Publishers

Gender differences in consumers' word-of-mouth willingness in social networks: a moderated mediation model

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Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd
ISSN
1741-539X
eISSN
1741-5403
DOI
10.1504/IJSOI.2018.094672
Publisher site
See Article on Publisher Site

Abstract

This paper investigates the influence of gender on consumers' positive word-of-mouth willingness in social networks by conducting two different studies. In study 1, participants completed a questionnaire including the items of self-construal and word-of-mouth willingness. The results indicate that females prefer to generate more word-of-mouth in social networks than males. In addition, the level of self-construal fully mediates the relationship between gender and word-of-mouth willingness. The results of study 2 show that the role of scarcity as a moderator can affect the relationship between gender and word-of-mouth willingness. It moderates the relationship in such a way that when the offering is in a high level of scarcity (comparing to a low level), the gender differences of word-of-mouth would increase. Results also show that self-construal is a moderated mediator that as the offering's scarcity increased, the mediating effect of self-construal between gender and word-of-mouth willingness would be decreased.

Journal

International Journal of Services Operations and Informatics – Inderscience Publishers

Published: Jan 1, 2018

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