Effect of Electronic Word-of-Mouth on Consumer Online Repurchase Intention: Does Gender Moderate?

This study examines the effect of electronic word-of-mouth on consumers online repurchase intention and the moderating role of gender in the relationship. Electronic word-of-mouth (eWOM) was evaluated in terms of credibility, quality, and quantity. The study was conducted among online shoppers of clothing in Adamawa State, Nigeria. A sample size of 384 was determined using the Cochran formula. A close-ended structured questionnaire formatted on a five-point Likert scale was used for data collection. Data were collected online and analyzed using AMOS (v.22). The study revealed that eWOM quality and quantity had a positive and significant influence on online repurchase intention, while the effect of eWOM credibility was positive but insignificant. The study also showed that gender did not moderate the relationship between ewoms and online repurchase intention. The study concludes that eWOM has a partial influence on online repurchase intention and that gender plays no interacting role in the relationship. Businesses should improve their product and service offerings to have more positive word-of-mouth, and promotional and product strategies should target consumers as a whole and not be gender specific