Abstract
Based on the elaboration likelihood model, means-end chain theory, and gender, this study investigates the effects of the quantity and quality of online reviews, which are mediated by two types of perceived values (utilitarian and hedonic values), on continuance intention to use IOO websites. We further argue that these relationships are moderated by gender. Based on a survey of 291 IOO customers in China, the results suggest that (1) perceived utilitarian and hedonic value completely mediate the positive relationship between online reviews and consumers' continuance intention; (2) through perceived utilitarian value, the indirect effect of the quantity of online reviews on consumers' continuance intention is stronger for females, while the quality of online reviews on consumers' continuance intention is stronger for males; and (3) through perceived hedonic value, the indirect effect of the quantity and quality of online reviews on consumers' continuance intention have no significant difference.
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