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Electronic word of mouth is available to customers in different types of online consumer reviews, which can be used to help them make e-commerce purchasing decisions.This study uses surveys and multiple regression analysis to create an extended Elaboration Likelihood Model that describes the relationship between customer expertise, involvement, and rapport to acceptance and use of electronic word of mouth in making purchasing decisions.
Electronic word of mouth is available to customers in different types of online consumer reviews,
which can be used to help them make e-commerce purchasing decisions. Customers
acknowledge that online consumer reviews help them to determine eWOM credibility and to
make purchasing decisions. This study uses surveys and multiple regression analysis to create an
extended Elaboration Likelihood Model that describes the relationship between customer
expertise, involvement, and rapport to acceptance and use of electronic word of mouth in making
purchasing decisions. The study focuses on the cultural effects of gender on the extended
Elaboration Likelihood Model and purchasing decisions in e-commerce virtual communities.
Study results show that involvement has the most significant effect on perceived eWOM
credibility. Study results show that perceived eWOM credibility has a significant effect on
eWOM acceptance and intent to purchase. Study results also show the male customers have
different e-commerce shopping behaviors than female customers.
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