A cross cultural study of gender differences in omnichannel retailing contexts

Nisreen Ameen, Ali Tarhini, Mahmood Hussain Shah and Khaldoon Nusair

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: This research examines gender difference in omnichannel experience in modern shopping malls, combining personal, physical and virtual encounters. It proposes a new theoretical model: the gender-based shopping mall omnichannel experience model. Data was collected using 1139 questionnaires completed by millennial shoppers in the United Kingdom and United Arab Emirates. Data was analysed using partial least squares. The results showed a shift in males shopping behaviour as they pay more attention to peer interaction on social platforms, service excellence, convenience, diversity and personalisation in shopping malls than female shoppers, while aesthetics and privacy are more important for female shoppers.

Keywords: Omnichannel experience; Shopping malls; Service encounters model; Trust commitment theory; Cross-national research; Gender (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s096969892031273x

DOI: 10.1016/j.jretconser.2020.102265

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