Abstract: This study examines the issue of recommendation
sources from the perspectives of gender and consumers- perceived
risk, and validates a model for the antecedents of consumer online
purchases. The method of obtaining quantitative data was that of the
instrument of a survey questionnaire. Data were collected via
questionnaires from 396 undergraduate students aged 18-24, and a
multiple regression analysis was conducted to identify causal
relationships. Empirical findings established the link between
recommendation sources (word-of-mouth, advertising, and
recommendation systems) and the likelihood of making online
purchases and demonstrated the role of gender and perceived risk as
moderators in this context. The results showed that the effects of
word-of-mouth on online purchase intentions were stronger than those
of advertising and recommendation systems. In addition, female
consumers have less experience with online purchases, so they may be
more likely than males to refer to recommendations during the
decision-making process. The findings of the study will help
marketers to address the recommendation factor which influences
consumers- intention to purchase and to improve firm performances to
meet consumer needs.