On Influencing Factors of Online Word-of-mouth and Gender Differences

Based on the traditional word-of-mouth model,this paper argues that sender's expertise,web site credibility,tie strength,and perceived risk and receiver's expertise are the influencing factors of online word-of-mouth.It also argues that there exists a gender difference.It uses the multiple regression analysis method to do an empirical research,and finds the following three conclusions:sender's expertise,web site credibility,relationship strength and receiver's perceived risk produce a positive impact on online word-of-mouth;receiver's expertise produces a negative impact on online word-of-mouth;the relationship between tie strength and online word-of-mouth is moderated by gender(the higher the tie strength is,the better the effect is on word-of-mouth towards male receivers);but sender's expertise,web site credibility,perceived risk and receiver's expertise are not moderated by gender.