(A) study on gender differences in online shopping behavior

Abstract

Since the emergence of Internet service, the revenue from e-commerce has been exponentially growing. Especially, the consumption by men in online retailers is distinctively different from that in traditional bricks-and-mortar retailers. Facing these interesting phenomena, researchers as well as businesses have begun to pay attention to e-commerce and online consumers. Moreover, pervious research and books on consumer behavior have shown that consumer behavior influences on consumer purchase decisions. For instance, women spend more time at a store than men, and men move faster, look less and are less likely to ask a question or look at the price tag. Moreover, both men and women used a fitting room, the probability of purchases is higher for males (P. Underhill, 1999). However, research on consumer behaviors in the online channel has not made a careful investigation into consumer shopping behaviors in the online channel. Instead, prior research has measured a consumer attitude or intention to online shopping mainly because of the difficulty of observing consumers’ behavior online. While males’ consumption in the online channel is significant different from the offline channel, gender has not been considered as a critical factor in online consumer behavior research. Therefore, we tend to provide a profound understanding of online consumer behavior and its influence on purchase decisions as well as gender differences. First of all, we conducted statistical analysis using SPSS13.0 to investigate the relationships between consumer behaviors and purchase decisions, and then we observed gender differences in the relationships between online shopping behavior and purchase decisions. Although this study is valuable for discovering significant online shopping behaviors and gender differences in the shopping behaviors that are directly related to purchase decisions, research questions remained concerning online navigation patterns. Therefore, we conduct another resea...