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

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 acceptance remaining insignificant (p < .384, p < .425), the relationship between Social Media Usage, Online Shopping Acceptance (p > .004) remained significant. Finally, we conducted the mediating analyses and found a substantial mediation of gender between Social Media Usage, Online Shopping Acceptance (p > .000), and Electronic Word of Mouth and Online Shopping Acceptance (p >. 001). Hence, we conclude that people from Al-Ain city primarily rely on online shopping. For this purpose, they consider different factors, including their demographics, i.e., gender, as highly influential on their online shopping acceptance. However, the major limitations of the current study involve selecting gender as the only mediating variable, rejection o two prominent hypotheses, and geographical generalizability of results. Finally, we recommend that future researchers examine the impact of other demographical variables, i.e., age, income, qualification, residence, and others, to examine their impacts on consumer online shopping acceptance.