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    A Comparison of Online and Offline Gender and Goal-Directed Shopping Online

    Davis, Robert; Lang, Bodo; San Diego, Josefino

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    PAPER (230.8Kb)
    PRESENTATION (352.0Kb)
    Date
    2013
    Citation:
    Davis, R., Lang, B., and San Diego, J. (2013). A Comparison of Online and Offline Gender and Goal-Directed Shopping Online. Academy of Marketing Science World Marketing Congress(Ed.), 17-20 July, Melbourne, Australia.
    Permanent link to Research Bank record:
    https://hdl.handle.net/10652/2712
    Abstract
    The aim of this paper is to model the effect of the consumers’ perceptions of their offline and online gendered behaviour on online utilitarian shopping motivation and purchase intentions. We propose that when consumers shop online their behaviour is mediated by two gendered behaviors; offline and online. Therefore, gender is defined by the environments effect on behaviour To test this proposition, five hundred and fifteen usable responses were collected in face-to-face interviews. The conceptual model was tested with confirmatory factors analysis (CFA) and structural equation modeling (SEM) across 5 product categories. Our findings show that the effect of a consumer’s perception of their gendered behaviour offline vs. online on, online utilitarian shopping motivation and purchase intentions is significantly different. We conclude that online gender for females has a strong mediating effect across all product categories on online utilitarian shopping motivation and purchase intentions. For males it is their offline gender that has a strong mediating effect. Research implications are discussed.
    Keywords:
    online commerce, gender, males, females, shopping
    ANZSRC Field of Research:
    150501 Consumer-Oriented Product or Service Development
    Copyright Holder:
    The Authors
    Available Online at:
    http://www.2013wmc.org/about/academy-of-marketing-science/
    Rights:
    This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use: Any use you make of these documents or images must be for research or private study purposes only, and you may not make them available to any other person. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
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    • Management and Marketing Conference Papers [86]

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