Gender differences are terms used to describe social disparities, which holds societal expectations which is the main source of gender inequalities. It is thought that peers, the media, and authoritative figures are the primary sources of behavior expectations for both men and women. Moreover, image-based online reviews transmit visual information, which the brain can interpret more quickly and easily, but it may not be as thorough or trustworthy in describing the performance and quality of a product. This study seeks to assess the gender difference on customers’ perception of image-based online reviews in TikTok shops among residents of Molino VI, Bacoor City, Cavite.

A descriptive correlation study approach was used by the researchers. This design included the collection of quantitative data necessary to show the investigation's progress. The researchers used both primary and secondary materials. Three hundred ninety-two (392) residents of Molino VI, Bacoor City, Cavite, who utilize TikTok stores, participated in the study. To determine the extent of the study's explanation, the researchers employed a non-probability sampling methodology, more precisely the purposive sampling technique. The frequency and percentage distribution, weighted mean, Likert scale, one-way ANOVA, and Pearson's r were the statistical treatments used to improve data results.

The results revealed that the differences in the demographic profile of the participants when grouped into gender, age, and monthly income and the effect of gender differences on customers’ perception of image-based online reviews in TikTok shops as to perceived product understanding has no significant difference. However, there was a significant relationship in perceived review helpfulness when group into gender. However, there is no evident relationship between the remaining groups, such as age and monthly income. This implies that there are gender differences in how people perceive online reviews in terms of preference, usefulness, and understanding of online products.

The relationship between gender differences of the participants and their effect on customers’ perception of image-based online reviews in TikTok shops in terms of perceived product understanding and perceived review helpfulness are significantly related. Thus, the TikTok shop sellers could customize their approach to maximize client interaction by leveraging online reviews. Sellers should clearly comprehend gender-specific preferences when creating image-based reviews.  

CRUZENA, ANGELYN I., LABANON, JAYCIEL L, SATORRE, ARJAY Z., TANTOY, HARVEY. Effect of Gender differences on Customers’ Perception of Image- Based Online Reviews in TikTok Shops. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University – Bacoor City Campus, City of Bacoor, Cavite. January 2025. Adviser: Ms. Erika Tepait.  

Cruzena, A. I., Labanon, J. L., Satorre, A. Z., Tantoy, H. D. (2025). Effect Of Gender Differences on Customers’ Perception of Image-Based Online Reviews in Tiktok Shops. Cavite State University—Bacoor Cavite.