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Serial Mediation of Perceived Usefulness and Electronic Word-of-Mouth Adoption in Virtual Communities: The Gender Moderation Effect

Virtual communities have become an integral part of our daily lives, providing a platform for individuals to connect, share information, and seek advice from like-minded individuals. With the rise of electronic word-of-mouth (eWOM) and the increasing importance of perceived usefulness in virtual communities, researchers have been exploring the factors that influence individuals‘ adoption of eWOM in these online spaces.

One recent study published on ResearchGate delves into the serial mediation of perceived usefulness and eWOM adoption in virtual communities, with a specific focus on the moderating effect of gender. The study aims to shed light on how perceived usefulness influences individuals‘ adoption of eWOM in virtual communities, and how gender may play a role in moderating this relationship.

Perceived usefulness, a key construct in the Technology Acceptance Model (TAM), refers to the extent to which an individual believes that using a particular technology will enhance their performance or productivity. In the context of virtual communities, perceived usefulness can influence individuals‘ willingness to adopt eWOM as a source of information and recommendations.

The study found that perceived usefulness has a significant positive effect on eWOM adoption in virtual communities, indicating that individuals are more likely to adopt eWOM when they perceive it to be useful in helping them make decisions or solve problems. This finding highlights the importance of providing valuable and relevant information in virtual communities to encourage eWOM adoption among users.

Moreover, the study also explored the moderating effect of gender on the relationship between perceived usefulness and eWOM adoption. Gender differences in technology adoption and usage have been well-documented, with women often exhibiting higher levels of perceived usefulness and intention to use technology compared to men.

Interestingly, the study found that gender does indeed moderate the relationship between perceived usefulness and eWOM adoption in virtual communities. Specifically, women were found to have a stronger positive relationship between perceived usefulness and eWOM adoption compared to men. This suggests that women may be more influenced by the perceived usefulness of eWOM in virtual communities and are more likely to adopt it as a source of information and recommendations.

Overall, this study provides valuable insights into the factors that influence individuals‘ adoption of eWOM in virtual communities, highlighting the importance of perceived usefulness and the moderating effect of gender. By understanding these dynamics, virtual community managers and marketers can better tailor their strategies to engage users and encourage the adoption of eWOM as a valuable source of information and recommendations.

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