The Influence of the Big Five Personality Traits and Propensity to Trust on Online Review Behaviors: The Moderating Role of Gender

• Nima Kordzadeh ^[1] ; Karoly Bozan ^[2]
  1. [1] Worcester Polytechnic Institute

     Worcester Polytechnic Institute

     City of Worcester, Estados Unidos

     
  2. [2] Duquesne University

     Duquesne University

     City of Pittsburgh, Estados Unidos

     
• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 19, Nº. 2, 2024, págs. 1442-1470
• Idioma: inglés
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• Resumen

  • 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.