Consumer confusion and negative eWOM in mobile sector: the moderating role of gender and self-efficacy

Purpose The aim of this paper is to effectively apply the stimulus-organism-response (S–O–R) paradigm in analyzing the consequences of ineffective e-marketplace environment on mobile purchasing perceptions. The potential outcomes of this may result in confusion which could significantly impact consumer behavior, leading to the spread of negative electronic word-of-mouth (eWOM). Furthermore, this study delves into the potential moderating effects of gender and self-efficacy on these outcomes. Design/methodology/approach By examining survey data gathered from 337 respondents using AMOS structural equation modelling, the established associations were put to the test. Findings Results indicate that the ineffective e-marketplace environment considerably influences different types of confusion, further affecting negative eWOM. Findings also suggest that self-efficacy moderates the relationship between different types of confusion and negative eWOM. In addition, according to a multigroup study, gender moderates the associations between the marketplace, confusion, negative eWOM and self-efficacy. Practical implications This study provides actionable insights for businesses, highlighting the impact of ineffective e-marketplace environment on consumer confusion. By understanding the roles of self-efficacy and gender, companies can tailor targeted strategies to boost sales growth by mitigating confusion. Originality/value This study pioneers the application of the modified S-O-R model to explore consumer confusion in mobile e-commerce domain, revealing the often-overlooked impact of ineffective e-marketplace environment, self-efficacy and gender on consumer behavior and shedding light on negative eWOM as a response.