The impact of multimedia word of mouth on trust by gender difference and purchase intention

With the development of high-speed and 4G networks, various devices can now process multimedia files easily. Engendering a new realm of word of mouth, multimedia files and text have become important clues for e-business consumers’ decisions. This research constructs a multimedia word of mouth trust model for information receivers based on two dimensions of trust theory. The research results indicate that multimedia word of mouth can significantly improve the dimensions of ability trust and integrity trust, along with the perceived word of mouth quantity. Gender plays a moderating role between multimedia expression and integrity trust.