Abstract Because college-aged individuals heavily use social networking sites (SNSs), this study investigates the inclusion of electronic word of mouth (eWOM) on SNSs using consumer socialization theory (CST). In addition, we also examine gender and the continuing influence of family members and peers on individuals’ attitudes toward and purchase intentions for products reviewed on SNSs. Survey results suggest that, compared to men, women rely more often on family members and eWOM on SNSs to gain product information, and women also have more positive attitudes toward products reviewed on SNSs. In addition, purchase intention is based on attitude, peer communication, and eWOM on SNSs. Novel insights include the influence of eWOM on SNSs through the consumer socialization process, which has been found to impact today’s consumer.

中文翻译：

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通过社交网站进行的电子口碑对大龄消费者社会化的影响

摘要由于大学生大量使用社交网站（SNS），因此本研究使用消费者社会化理论（CST）来研究将电子口碑（eWOM）包含在SNS中。此外，我们还研究了性别以及家庭成员和同龄人对个人对SNS审查产品的态度和购买意愿的持续影响。调查结果表明，与男性相比，女性更多地依靠家庭成员和eWOM来获取SNS的产品信息，而女性对SNS上所评论的产品也抱有更积极的态度。此外，购买意向是基于态度，同伴沟通和SNS上的eWOM。新颖的见解包括通过消费者社会化过程，eWOM对SNS的影响，该过程已被发现影响当今的消费者。