Gender and E-Commerce: An Exploratory Study

Shelly Rodgers and Mary Ann Harris

Journal of Advertising Research, 2003, vol. 43, issue 3, 322-329

Abstract: The authors consider the role of gender as it relates to e-commerce and offer a conceptual framework that attempts to explain why women are less satisfied than men with the online shopping experience. Perceived emotional benefits are discussed as a primary reason women lack support for e-commerce activity. Additional concepts in our model include trust (i.e., skepticism) and practicality (i.e., convenience). Our survey findings revealed that these three concepts—emotion, trust, and convenience—predicted women's dissatisfaction (and men's satisfaction) with online shopping, as well as men and women's actual shopping behavior. The authors offer ideas to help e-marketers form stronger emotional bonds with female shoppers.

Date: 2003
References: Add references at CitEc
Citations: View citations in EconPapers (45)

Downloads: (external link)
https://www.cambridge.org/core/product/identifier/ ... type/journal_article link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cup:jadres:v:43:y:2003:i:03:p:322-329_03

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK.
Bibliographic data for series maintained by Kirk Stebbing ().