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Compared with the official product information provided by the sellers, reviews are provided by other consumers who have already purchased the product via online shopping websites ( Baek et al., 2012). In terms of online shopping, consumers are increasingly inclined to obtain product information from reviews. These findings suggest that practitioners need to pay particular attention to negative comments and resolve them promptly through the customization of product/service information, taking into consideration consumer characteristics, including gender.Į-commerce has grown substantially over the past years and has become increasingly important in our daily life, especially under the influence of COVID-19 recently ( Hasanat et al., 2020). Specifically, the different effects of consumers’ attention to negative comments seem to be moderated through gender with female consumers’ attention to negative comments being significantly greater than to positive ones. The current study provides a deep understanding of the underlying mechanism of how online reviews influence shopping behavior, reveals the effect of gender on this effect for the first time and explains it from the perspective of attentional bias, which is essential for the theory of online consumer behavior. It also found that consumers were not able to identify false comments. Furthermore, the study identified a significant correlation between the visual browsing behavior of consumers and their purchase intention.

The results showed that consumers’ attention to negative comments was significantly greater than that to positive comments, especially for female consumers. The research methodology involved (i) development of a conceptual framework of online product review and purchasing intention through the moderation role of gender and visual attention in comments, and (ii) empirical investigation into the region of interest (ROI) analysis of consumers fixation during the purchase decision process and behavioral analysis. This study investigated the impact of online product reviews on consumers purchasing decisions by using eye-tracking.