Research by Davis, Lang and San Diego (May 2012): Online shopping is oriented towards males. Females prefer offline shopping.

Working Paper: Does Gender Mediate Online Shopping Attitudes and Purchase Intentions?

Robert Davis: Associate Professor – Faculty of Creative Industries and Business, rdavis@unitec.ac.nz, Phone: ++ (649) 815 4321, Postal Address: Unitec Institute of Technology, Department of Management and Marketing, Private Bag 92025, Auckland, New Zealand.

Bodo Lang: Senior Lecturer, Department of Marketing, b.lang@auckland.ac.nz, Postal Address: University of Auckland Business School, Private Bag 92019, Auckland, New Zealand.

Josefino San Diego: Research Assistant, Faculty of Creative Industries and Business, Phone: ++ (649) 815 4321, Postal Address: Unitec Institute of Technology, Department of Management and Marketing, Private Bag 92025, Auckland, New Zealand.

Acknowledgements: Winnie Ng, Manukau Institute of Technology.

Abstract

The aim of this paper is to model the mediating effect of gender (offline and online) on shopping attitudes and purchase intentions. In 2009, 550 consumers responded face-to-face to a questionnaire yielding 515 usable responses. The conceptual model was tested with confirmatory factors analysis (CFA) and structural equation modelling (SEM) across 5 product categories with separate models for males, females and both genders together. All models had adequate fit. We found that the relationship between online retail shopping attitudes, online gender, and purchase intention is significant for males but not for females. Conversely, offline gender appears to moderate the relationship between online retail shopping attitudes and purchase intention for females. In sum: online shopping is oriented towards males, whereas females prefer offline shopping. Research implications are discussed.

Here for the full working paper Davis, Lang and San Diego Working Paper 2012 – Gender, Attitudes and Online Shopping.

We would be interesting in your opinions about this paper focus on why? and what should be done about this from an online perspective. Please post your comments so we can refine the paper and argument.

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