Gender-specific on-line shopping preferences

Abstract

This study approaches the question of whether on-line shopping preferences differ from a gender perspective. Data is collected by the means of an on-line survey (n = 170) in which male and female on-line shoppers rank the importance of various features that have an impact on their shopping experience. The results show no gender differences at the construct level. However, when comparing the ranking of individual features some statistically significant differences exist. Males, for example, rank accurate description of products and fair pricing significantly more important than females. Females on the other hand consider return labels significantly more important than their male counterparts. The implications for research are twofold. First, the study provides additional insights into on-line shopping preferences from a gender perspective. Second, the study demonstrates that significant differences might not show on the construct level but only when features are individually compared with each other. The implication for practice is to help businesses enhance their on-line shopping platforms to better consider the particular needs of male and female on-line shoppers.

An empirical study on consumer first purchase intention in online shopping: integrating initial trust and TAM

“…One stream, which includes Hassanein and Head [33], Ortega Egea and Román González [69], Palvia [70], Pavlou, [72], and Yu et al [98], represents an influential pattern that trust influences TAM constructs unidirectionally. The other stream, which includes Gefen et al [28], Lee [48], Tung et al [89], and Wu and Chen [97], represents the other influential pattern that trust and TAM mutually influence.…”

“…TAM, introduced by Davis [18], is an adaptation of TRA specifically tailored for modeling user acceptance of an IT. More recently, TAM has been studied within the web environment to understand acceptance of Internet related technologies and to predict consumer purchase intentions from a website [33,89]. Subjective norms were excluded in TAM.…”

Exploring the disseminating behaviors of eWOM marketing: persuasion in online video

“…For example, recipients might dislike and be less likely to forward an advertising video created by a firm with poor corporate credibility or a bad reputation [61], even if the video is appealing. Gender also could influence online behavior [62], as well as sympathetic or empathetic responses, which seemingly are aroused more easily among female recipients than among male recipients [63]. Second, many e-marketers offer extrinsic motivations in the form of monetary incentives [3].…”

Gender Prediction of Consumers Using Offline Purchase Data

“…Frank Ulbrich, Tina Christensen and Linda Stankus [2] approaches the question of whether on-line shopping preferences differ from a gender perspective by means of questionnaires. Our main catch from this paper is that significant differences might not show on the construct level but only when features are individually compared with each other.…”

“…Ever since, on-line shop-ping has been of interest for numerous researches. Gender is an important factor affecting consumers' online shopping behaviors and re-search has indicated that gender is a discriminating factor in the online information searches [1], shopping preferences [2], the effect of other consumer's reviews [3], merchandise quality and interaction quality [4] and so on; However, most researchers focused on the gender classification by theirs online shopping behaviors, few papers have explored how to classify men and women only by theirs offline purchase data.…”