The Influence of the Big Five Personality Traits and Propensity to Trust on Online Review Behaviors: The Moderating Role of Gender
DOI
10.3390/jtaer19020072
Document Type
Journal Article
Publication Date
6-1-2024
Publication Title
Journal of Theoretical and Applied Electronic Commerce Research
Volume
19
Issue
2
First Page
1442
Last Page
1470
Keywords
electronic word-of-mouth, gender, online reviews, personality characteristics, propensity to trust
Abstract
This study investigates the impacts of the Big Five personality traits and propensity to trust on the use and writing of online reviews. Additionally, this study examines how gender moderates these impacts. Results of a survey (n = 840) show that openness to experience and conscientiousness positively influence online review use, while openness to experience and extraversion positively influence online review writing. Moreover, gender moderates the impacts of extraversion, openness to experience, and agreeableness on online review writing, with no moderating effect observed for online review use. Our findings contribute to the electronic word-of-mouth (eWOM) literature and offer important practical insights for eWOM platforms.
Open Access
Gold
Repository Citation
Kordzadeh, N., & Bozan, K. (2024). The Influence of the Big Five Personality Traits and Propensity to Trust on Online Review Behaviors: The Moderating Role of Gender. Journal of Theoretical and Applied Electronic Commerce Research, 19 (2), 1442-1470. https://doi.org/10.3390/jtaer19020072