Research Information System
18th International Scientific Conference on Economic and Social Development (ESD) - Building Resilient Society, Zagreb, Croatia, 9 - 10 December 2016, pp.154-161
Electronic word-of-mouth (eWOM) has become one of the primary and preferred information sources for consumers in the process of evaluating alternatives and purchasing online. However, not all consumers have the same behaviors in eWOM. By using a sample of 524 consumers, this study compares the eWOM behavior of Generation X and Y together with gender differences. Results show that, although males' and females' behaviors are strikingly similar, there are significant differences in eWOM behaviors between Generation X and Y consumers. Few differences were found between Gen X and Y in eWOM experience, credibility of eWOM, consumer susceptibility to interpersonal influence (CSII), eWOM effect and positive valence eWOM behavior. However, no differences were observed in negative valence eWOM behaviors of Gen X and Y. In closing, theoretical and managerial implications for marketing theory and managers are discussed while important limitations are recognized.