RT Journal Article
SR Electronic
T1 Gender and e-commerce: an exploratory study
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 322
OP 329
DO 10.2501/JAR-43-3-322-329
VO 43
IS 3
A1 Shelly Rodgers
A1 Mary Ann Harris
YR 2003
UL http://www.journalofadvertisingresearch.com/content/43/3/322.abstract
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.