A comparison of online and offline gender and goal directed shopping online

被引：26
|
作者：
Davis, Robert [1 ]
Smith, Sandra D. [2 ,3 ]
Lang, Bodo [2 ,3 ]
机构：
[1] AIS New Zealand, POB 2995, Auckland 1140, New Zealand
[2] Univ Auckland, Business Sch, Dept Mkt, Auckland, New Zealand
[3] Univ Auckland, Business Sch, Auckland 92019, New Zealand
来源：
JOURNAL OF RETAILING AND CONSUMER SERVICES | 2017年 / 38卷
关键词：
Gender; Utilitarian; Consumer; Online; Offline; Shopping; CONSUMER RESPONSES; INTERNET; CONSUMPTION; WOMEN; COMMUNITIES; MEN; PERCEPTIONS; INTENTION; ATTITUDES; VARIABLES;
D O I：
10.1016/j.jretconser.2017.02.011
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The aim of this paper is to model the effect of the consumers' perceptions of their offline and online gendered behaviour on online utilitarian shopping motivation and purchase intentions. We hypothesise that when consumers shop online, their behaviour is mediated by two gendered behaviours, namely offline and online. To test this hypothesis, 515 usable responses were collected in face-to-face interviews. The conceptual model was tested with confirmatory factor analysis (CFA) and structural equation modelling (SEM) across five product categories. Our findings show that the effect of a consumer's perception of their gendered behaviour offline vs. online on online utilitarian shopping motivation and purchase intentions is significantly different. In particular we found that utilitarian shopping motivation online has a significant effect on purchase intentions online mediated by gender (online) overall: strongly for females but not for males. Conversely, utilitarian shopping motivation online has a significant effect on purchase intentions online mediated by gender (offline) for males but not overall and for females.
引用
收藏
页码：118 / 125
页数：8
相关论文
共 50 条
  • [1] A COMPARISON OF ONLINE AND OFFLINE GENDER AND GOAL DIRECTED SHOPPING ONLINE
    Davis, Robert
    Lang, Bodo
    Diego, Josefino San
    LOOKING FORWARD, LOOKING BACK: DRAWING ON THE PAST TO SHAPE THE FUTURE OF MARKETING, 2016, : 662 - 671
  • [2] Driving Goal-Directed and Experiential Online Shopping
    Shih, Hung-Pin
    Jin, Bih-Huang
    JOURNAL OF ORGANIZATIONAL COMPUTING AND ELECTRONIC COMMERCE, 2011, 21 (02) : 136 - 157
  • [3] Shopping price game of online and offline
    Feng, Wu
    2015 SEVENTH INTERNATIONAL CONFERENCE ON MEASURING TECHNOLOGY AND MECHATRONICS AUTOMATION (ICMTMA 2015), 2015, : 977 - 980
  • [4] Shopping for fun or shopping to buy: Is it different online and offline?
    Scarpi, Daniele
    Pizzi, Gabriele
    Visentin, Marco
    JOURNAL OF RETAILING AND CONSUMER SERVICES, 2014, 21 (03) : 258 - 267
  • [5] GENDER COMPARISON IN ONLINE SHOPPING IN TERMS OF PRODUCT CLASSIFICATION AND SHOPPING MOTIVATIONS
    Sututemiz, Nihal
    Saygili, Metin
    JOURNAL OF ORGANIZATIONAL BEHAVIOR RESEARCH, 2018, 3 (02): : 218 - 234
  • [6] A pervasive comparison shopping business model for integrating offline and online marketplace
    Lee, Kyoung Jun
    Seo, Young Hwan
    2006 ICEC: EIGHTH INTERNATIONAL CONFERENCE ON ELECTRONIC COMMERCE, PROCEEDINGS: THE NEW E-COMMERCE: INNOVATIONS FOR CONQUERING CURRENT BARRIERS, OBSTACLES AND LIMITATIONS TO CONDUCTING SUCCESSFUL BUSINESS ON THE INTERNET, 2006, : 289 - 294
  • [7] ONLINE VS. OFFLINE CONSUMER WAY AND ONLINE SHOPPING BEHAVIOR
    Jilkova, Petra
    Kralova, Petra
    MARKETING IDENTITY: OFFLINE IS THE NEW ONLINE, 2019, : 586 - 603
  • [8] Bricks and mortar: offline shopping in online America
    O'Guinn, Thomas C.
    CONSUMPTION MARKETS & CULTURE, 2015, 18 (05) : 468 - 473
  • [9] Multimodality and Social Interaction in Online and Offline Shopping
    Song, Jiannan
    Song, Zikang
    SYMBOLIC INTERACTION, 2024,
  • [10] Multimodality and Social Interaction in Online and Offline Shopping
    Tan, Rongle
    DISCOURSE STUDIES, 2024, 26 (05) : 726 - 728
12345