Study on correlations between customer's gender and word-of-mouth communication

The paper explores the differences in frequencies, motives and influential factors of word-of-mouth communication generated by the different genders. Spot check method is used and the data is processed by the SPSS11.5. The research shows that compared to males, females are more frequent and likely to spread positive word-of-mouth information to those with less intensity of relationship; as receivers of,information, females are more likely to be affected by others. The significant gender difference does exist in the perception of the risks.