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dc.contributor.authorDavis, Robert
dc.contributor.authorLang, Bodo
dc.contributor.authorSan Diego, Josefino
dc.date.accessioned2015-04-08T21:41:41Z
dc.date.available2015-04-08T21:41:41Z
dc.date.issued2013
dc.identifier.urihttps://hdl.handle.net/10652/2712
dc.description.abstractThe 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.en_NZ
dc.language.isoenen_NZ
dc.relation.urihttp://www.2013wmc.org/about/academy-of-marketing-science/en_NZ
dc.subjectonline commerceen_NZ
dc.subjectgenderen_NZ
dc.subjectmalesen_NZ
dc.subjectfemalesen_NZ
dc.subjectshoppingen_NZ
dc.titleA Comparison of Online and Offline Gender and Goal-Directed Shopping Onlineen_NZ
dc.typeConference Contribution - Paper in Published Proceedingsen_NZ
dc.rights.holderThe Authorsen_NZ
dc.subject.marsden150501 Consumer-Oriented Product or Service Developmenten_NZ
dc.identifier.bibliographicCitationDavis, 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.en_NZ
unitec.institutionUnitec Institute of Technologyen_NZ
unitec.institutionUniversity of Aucklanden_NZ
unitec.publication.titleAcademy of Marketing Science World Marketing Congress (2013 : 17-20 July, Melbourne)en_NZ
unitec.conference.titleAcademy of Marketing Science World Marketing Congressen_NZ
unitec.conference.orgAcademy of Marketing Science World Marketing Congressen_NZ
unitec.conference.locationMelbourne, Australiaen_NZ
unitec.conference.sdate2013-07-17
unitec.conference.edate2013-07-20
unitec.peerreviewedyesen_NZ
unitec.identifier.roms55007en_NZ


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