Hypothesis testing results
| No. | Statement | Supported |
|---|---|---|
| H1 | Source credibility → responses | Yes |
| H2 | Emotional message appeal → responses | Yes |
| H3 | Female tends to have more active eWOM response than male | No |
| H4 | Female tends to trust the source's credibility more than male | No |
| H5 | Female tends to have a high score for emotional message appeal | No |
| H6 | Age has a positive effect on eWOM responses | Yes |
| H7 | Age has a positive effect on message source credibility | No |
| H8 | Age has a negative effect on emotional message appeal | No |
| H9 | The source credibility and eWOM relationship is stronger for men than for women | No |
| H10 | The emotional message appeal and eWOM relationship is stronger for women than for men | Yes |
| H11 | The source credibility and eWOM relationship is stronger for mature than for younger users | Yes |
| H12 | Emotional message appeal and eWOM relationship is stronger for the younger user than for the mature | No |
| No. | Statement | Supported |
|---|---|---|
| Source credibility → responses | Yes | |
| Emotional message appeal → responses | Yes | |
| Female tends to have more active eWOM response than male | No | |
| Female tends to trust the source's credibility more than male | No | |
| Female tends to have a high score for emotional message appeal | No | |
| Age has a positive effect on eWOM responses | Yes | |
| Age has a positive effect on message source credibility | No | |
| Age has a negative effect on emotional message appeal | No | |
| The source credibility and eWOM relationship is stronger for men than for women | No | |
| The emotional message appeal and eWOM relationship is stronger for women than for men | Yes | |
| The source credibility and eWOM relationship is stronger for mature than for younger users | Yes | |
| Emotional message appeal and eWOM relationship is stronger for the younger user than for the mature | No |
Source(s): Table by authors
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