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Women's online opinions are still not as influential as those of their male peers in buying decisions

Business

Women's online opinions are still not as influential as those of their male peers in buying decisions

O. Fan-osuala

This research by Onochie Fan-Osuala explores the intriguing question of whether women's online product reviews hold as much sway as men's in shaping consumer decisions. Findings reveal a bias against women's opinions, especially for male-gender-typed products, raising fascinating implications about online influence.

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Playback language: English
Abstract
This study investigates whether women's online product opinions are as valuable as men's in influencing buying decisions. Across three studies (one experimental, two using field data from US online review platforms), women's opinions were rated as less helpful and less likely to influence purchases compared to men's. This bias was particularly pronounced for male-gender-typed products, while no significant difference was found for female-gender-typed products. Potential reasons and implications are discussed.
Publisher
Humanities and Social Sciences Communications
Published On
Jan 30, 2023
Authors
Onochie Fan-Osuala
Tags
online reviews
gender bias
consumer behavior
product opinions
influence

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