The mediating role of gender in social media shopping acceptance: from the WOM perspective.

ABSTRACT: Today, online consumers' shopping experiences are wholly transformed because of technology to maximize consumer shopping experiences. However, even after increased online shopping after the Covid-19 outbreak, no study has examined the role of demographics in online shopping acceptance. Thus, we filled this gap by employing a cross-sectional design in the UAE and conducting Structural Equation Modelling (SEM). For data gathering purposes, we used structured questionnaires and randomly selected a sample of n = 320 respondents from Al Ain city. Findings revealed strong relationships between Online Shopping, Social Media Usage, and Electronic Word of Mouth (p > 0.000, p > 0.000). Despite the relationships between Social Media Usage, Electronic Word of Mouth, and online shopping a

SUBMITTER: Jeljeli R 

PROVIDER: S-EPMC9586912 | biostudies-literature | 2022 Oct

REPOSITORIES: biostudies-literature