Exploring Gender Differences in Online Consumer Purchase Decision Making: An Online Product Presentation Perspective

Lin, Xiaolin; Featherman, Mauricio; Brooks, Stoney L.; Hajli, Nick

doi:10.1007/s10796-018-9831-1

Cited by 180 publications

(125 citation statements)

References 71 publications

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“…Several studies show that consumer decision-making and behavior are determined by different aspects but are clearly differentiated by gender (Lin et al, 2019). Consistent with the Maslow pyramid, the need and motivation to purchase depends on impulsivity, acceptance, and prior conditioning of beliefs and attitudes as well as personality traits and gender.…”

Section: Discussionmentioning

confidence: 87%

The Influence of Unconscious Perceptual Processing on Decision-Making: A New Perspective From Cognitive Neuroscience Applied to Generation Z

Martín

Rienda-Gómez

2020

Front. Psychol.

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Cognitive neuroscience and its applied developments have revolutionized marketing. With advances in neuroscientific techniques, marketing has needed to refocus toward understanding issues like the area of the brain that should be stimulated to transform the consumer's intention to purchase into a real decision, how information is processed when making a decision, and how personality traits affect the purchase decision. Neuroscience has opened the door to the consumer's brain. For many years, scientists have investigated the role of subliminal messages in marketing, with their findings generating a significant controversy. Many have shown that making sound decisions based on intuition rather than conscious reasoning is more common than previously thought. In fact, many studies have shown that sound intuitive decisionmaking depends on the association of the subliminal messages of a given situation with the limbic brain structures formed. Scientists have concluded that the brain does not consciously need to know contextual information to learn the value of this information and make the necessary linkages to make productive decisions. In this study, we consider whether unconscious perceptual processing influences decision-making and explore the influence of aspects of personality that are related to unconscious processing, such as the degree of neuroticism, extroversion, and gender of the individual, applied to the demographic cohort Generation Z, distinguishing between whether the stimuli are verbal or pictorial. The backward masking visual paradigm has been used to assess unconscious perceptual processing. To test these processes, a set of ANOVA models and logistic regressions were run where the dependent variable is whether the people perceived the stimuli or not and the independent variables were gender, the form of the stimuli (pictorial or verbal), and the personality traits extroversion, introversion, and neuroticism. The results suggest

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Section: Discussionmentioning

confidence: 87%

The Influence of Unconscious Perceptual Processing on Decision-Making: A New Perspective From Cognitive Neuroscience Applied to Generation Z

Martín

Rienda-Gómez

2020

Front. Psychol.

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“…Several authors found that that gender does not influence the behaviour of buying trips online (Morrison, Andrew & Baum, 2001;Kim & Lee, 2004;Buhalis & Law, 2008) while Lin, Featherman, Brooks and Hajli (2018) consider that gender differences exist in online consumer behaviour and purchase decision making and that gender effects remain poorly understood in the e-commerce. Kim, Lehto and Morrison (2007) also conclude that female are more influenced by detailed messages, more visually and intrinsic motivated, rely more in external sources of information, use all the available information, and give more importance to compare prices.…”

Section: Socio-demographic Characteristicsmentioning

confidence: 99%

Online travel agencies: factors influencing tourist purchase decision

Pinto

Castro

2019

TMS

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This study sought to analyse tourists' purchasing behaviours involving online travel agencies (OTAs) (i.e. Booking.com and Expedia.com). The research focused on identifying which factors most strongly influence buyers' decision making and whether the degree of importance given to factors changes according to tourists' sociodemographic, economic or travel characteristics. The results show that most tourists book their accommodations through OTAs mainly because browsing is easier and better prices are offered. The results further suggest that the most important factor when booking accommodations is price, although the overall buying process is quite complex. Online reviews, promotions and photos are also important. The importance online tourists give to price varies by age group, income and country of residence. Online reviews are significant regardless of tourists' characteristics, except for age. Cluster analyses additionally revealed three different tourist segments based on the importance given to price, online reviews, promotions and photos.

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“…Electronic word of mouth (eWOM) is defined as the dynamic and ongoing information exchange process between potential, actual, or former consumers regarding a product, service, brand, or company, which is available to a multitude of individuals and institutions via the Internet (Ismagilova et al 2017). eWOM is considered as an important source of information influencing human behaviour (Filieri et al 2018;Filieri 2015;Floyd et al 2014;Nam et al 2018;Wang et al 2015a;Yan et al 2015), significantly affecting the way consumers make purchase decisions (Baber et al 2016;Jeong and Koo 2015;Lee et al 2017;Lin et al 2018;Mauri and Minazzi 2013). In recent studies, 93% of consumers indicated that online reviews (a type of eWOM communication) significantly influence their purchase decision (Fullerton 2017;Ruiz-Mafe et al 2018;Tata et al 2019).…”

Section: Introductionmentioning

confidence: 99%

The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis

et al. 2019

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The aim of this research is to synthesise findings from previous studies by employing weight and meta-analysis to reconcile conflicting evidence and draw a “big picture” of eWOM factors influencing consumers’ intention to buy. By using the findings from 69 studies, this research identified best (e.g. argument quality, valence, eWOM usefulness, trust in message), promising (e.g. eWOM credibility, emotional trust, attitude towards website) and least effective (e.g. volume, existing eWOM, source credibility) predictors of intention to buy in eWOM research. Additionally, the effect size of each predictor was calculated by performing meta-analysis. For academics, understanding what influences consumers’ intention to buy will help set the agenda for future research directions; for practitioners, it will provide benefit in terms of practical guidance based on detailed analysis of specific factors influencing consumers’ intention to buy, which could enhance their marketing activities.

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Exploring Gender Differences in Online Consumer Purchase Decision Making: An Online Product Presentation Perspective

Cited by 180 publications

References 71 publications

The Influence of Unconscious Perceptual Processing on Decision-Making: A New Perspective From Cognitive Neuroscience Applied to Generation Z

The Influence of Unconscious Perceptual Processing on Decision-Making: A New Perspective From Cognitive Neuroscience Applied to Generation Z

Online travel agencies: factors influencing tourist purchase decision

The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis

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