The Effect of eWOM Sources on Purchase Intention: The Moderating Role of Gender

The electronic word of mouth (eWOM) has emerged as a communication tool that significantly influences consumers’ attitudes and purchasing behavior in the online market. Research indicates that the effect of eWOM sources, such as (strong ties, weak ties, and influencers) varies in terms of perceived value components (price, quality, emotional, and social value) and purchase intention, particularly with regard to gender. This study, which is based on the SOR framework; examines the role of eWOM as a stimulus affecting student responses and considers the mediating role of perceived value components and the moderate effect of gender. A sample of 901 students from Westbank universities was analyzed using Smart PLS software. The findings reveal that strong ties and influencer eWOM are positively associated with perceived value components and purchase intention, while weak tie eWOM does not directly correlate with purchase intention. Mediation analyses show that perceived quality and social value act as mediators of purchase intent towards eWOM sources, while emotional value specifically mediates strong relationships and influencers. Notably, price value exerts only a mediating effect on purchase intention when communicated through influencers, highlighting the unique role of the influencer in shaping price perceptions and its broad impact on all components of perceived value. Gender differences were observed in students’ responses to eWOM content; particularly in terms of price, quality, and emotional appeal but not in terms of social factors. The outcomes of this study underscore the significance of considering both the source of the message and the characteristics of the audience when formulating targeted marketing strategies.