Do male and female favor online product review the same?

Online consumer product review is becoming increasingly important in consumers' purchase decisions. Online product review is a sort of product information created by users based on their personal usage experience. It basically serves as a passive "sales assistant" for information seeker, the customer, to check if the product matches her idiosyncratic usages. And in the consumer behavior literature, gender has been an issue because it affects consumers' approaches to decision making. Thus, in the context of product information seeking online, this paper investigates the effects on online consumer behavior from the TAM perspective. A structural equation model (SEM) on empirical data confirms that there exist some differences between the genders in the underlying mechanism on online product review.