PT - JOURNAL ARTICLE AU - Shelly Rodgers AU - Mary Ann Harris TI - Gender and e-commerce: an exploratory study AID - 10.2501/JAR-43-3-322-329 DP - 2003 Sep 01 TA - Journal of Advertising Research PG - 322--329 VI - 43 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/43/3/322.short 4100 - http://www.journalofadvertisingresearch.com/content/43/3/322.full SO - J Advert Res2003 Sep 01; 43 AB - The authors consider the role of gender as it relates to e-commerce and offer a conceptual framework that attempts to explain why women are less satisfied than men with the online shopping experience. Perceived emotional benefits are discussed as a primary reason women lack support for e-commerce activity. Additional concepts in our model include trust (i.e., skepticism) and practicality (i.e., convenience). Our survey findings revealed that these three concepts—emotion, trust, and convenience—predicted women's dissatisfaction (and men's satisfaction) with online shopping, as well as men and women's actual shopping behavior. The authors offer ideas to help e-marketers form stronger emotional bonds with female shoppers.