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

被引:95
|
作者
Lin, Xiaolin [1 ]
Featherman, Mauricio [2 ]
Brooks, Stoney L. [3 ]
Hajli, Nick [4 ]
机构
[1] Texas A&M Univ Corpus Christi, Coll Business, 6300 Ocean Dr, Corpus Christi, TX 78412 USA
[2] Washington State Univ, Todd Hall 442, Pullman, WA 99164 USA
[3] Middle Tennessee State Univ, Jones Coll Business, MTSU Box 45,Business & Aerosp N349, Murfreesboro, TN 37132 USA
[4] Univ Tehran, Tehran, Iran
关键词
E-commerce; Online purchase decision; Gender; Gender differences; The selectivity hypothesis; PERCEIVED RISK; TECHNOLOGY ACCEPTANCE; ATTITUDES; INTERNET; WOMEN; PERCEPTIONS; INTENTIONS; COMMERCE; BEHAVIOR; AD;
D O I
10.1007/s10796-018-9831-1
中图分类号
TP [自动化技术、计算机技术];
学科分类号
0812 ;
摘要
Gender effects remain poorly understood in the E-commerce setting. Using the selectivity model, this research further investigates gender differences in consumer Web-based purchase decisions. Specifically, gender differences in the effects of interactivity, vividness, diagnosticity, and perceived risk on subsequent consumer attitude and online purchase intentions are investigated and explained. An empirical survey-based research study in the e-commerce context found that gender differences exist in the relative influence of each antecedent. Specifically, interactivity and perceived risk influenced attitude formation more for males than females, while vividness and diagnosticity influenced attitude formation more for females than males. In addition, attitude toward online product presentation influenced purchase intention more strongly for males than females. For e-Commerce web-site designers and brand managers, our results highlight the importance of being gender aware when developing their web presence. While some sites may benefit from a gender-neutral design, others may benefit from a design based on results reported here.
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页码:1187 / 1201
页数:15
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