Gender Difference in Online-Shopping Recreation

As street shopping does, online-shopping recreation has become a very important leisure style for many people, but no researchers analyzed online-shopping recreation from the perspective of recreation. As it is obvious that gender has significant difference in the recreation of street shopping, this paper will research whether gender also plays a role on online-shopping recreation, which would definitely be a great guidance to the building of website of e-commerce. 800 college students were investigated to find the gender difference of online shopping recreation. The results show that men seem more rational, whereas women seem more sensitive during online-shopping recreation; men are more extreme, whereas women are milder; different perceived fun can be found between men and women; women concern the product itself more, whereas men concern the process more.