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

Xiaolin Lin (), Mauricio Featherman, Stoney L. Brooks and Nick Hajli
Additional contact information
Xiaolin Lin: Texas A&M University-Corpus Christi
Mauricio Featherman: Washington State University
Stoney L. Brooks: Middle Tennessee State University
Nick Hajli: University of Tehran

Information Systems Frontiers, 2019, vol. 21, issue 5, No 13, 1187-1201

Abstract: Abstract 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.

Keywords: E-commerce; Online purchase decision; Gender; Gender differences; The selectivity hypothesis (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (26)

Downloads: (external link)
http://link.springer.com/10.1007/s10796-018-9831-1 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

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:spr:infosf:v:21:y:2019:i:5:d:10.1007_s10796-018-9831-1

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/10796

DOI: 10.1007/s10796-018-9831-1

Access Statistics for this article

Information Systems Frontiers is currently edited by Ram Ramesh and Raghav Rao

More articles in Information Systems Frontiers from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().