دانلود رایگان مقاله انگلیسی بررسی تفاوت های جنسیتی در تصمیم گیری خرید مصرف کننده آنلاین: چشم انداز ارائه محصول آنلاین - اشپرینگر 2018

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.

8 Conclusion

Men and women are different. As has been the topic of many discussions, the genders differ in many things. Drawing on the selectivity hypothesis, in this study, we have found support for these differences pervading the e-commerce realm as well. To influence their purchase intentions via their attitudes, men are more affected by the interactivity of a website than women are. In contrast, women are more affected by vividness, diagnosticity of the information, and perceived risk. Ecommerce businesses who are looking for an edge over their competition should consider these findings when designing their pages. It may be the difference on making that allimportant sale.