“…In the field of SMEs, demographic variables have been extendenly used and are often combined with psychographic and cultural conditions, to achieve greater understanding of entrepreneurs' behavior. The relationship of aspects such as gender (Belás et al 2015, Kozubíková et al 2017, Orser and Riding 2018, age (Weber and Schaper 2004, Kickul et al 2008, Matos et al 2018, educational level (Laukkanen 2000, Wilson 2008, Liñán et al 2016, marital status (Sirec and Mocnik 2010, Duman et al 2015, Gupta and Mirchandani 2018, and participation in training (Liñán et al 2016, Henry et al 2017, Barrera 2017, have been linked to perceptions, motivations and attitudes in the field of entrepreneurship, consequently, the pertinence and timeliness of these variables is also recognized for the segmentation of entrepreneurs, in the field of e-commerce.…”