Journal of Consumer Behaviour (2014) How Gender Affects the Relationship Between Hedonic Shopping Motivation and Purchase Intentions? by Robert Davis, Bodo Lang and Josefino San Diego

Journal of Consumer Behaviour (2014)

How Gender Affects the Relationship Between Hedonic Shopping Motivation and Purchase Intentions?

by Robert Davis, Bodo Lang and Josefino San Diego

Abstract

Five hundred and fifteen consumer responses are used to model the affect of online hedonic shopping motivation and online purchase intentions: moderated by the consumers’ perceptions of their offline and online gendered behaviour. The model was applied across 5 product categories using confirmatory factor analysis (CFA) and structural equation modelling (SEM). We conclude that there is no online-gender effect on hedonic shopping motivation and purchase intentions. However, offline-gendered behaviour does significantly affect hedonic shopping motivation and purchase intentions for females across all product categories. Our findings support the proposition that gender is merely a prosthetic device of the private self and is an intentional manipulation and misrepresentation of the anonymous body. Online gender is a performance that is hidden by the technological veil from the offline space and public self, without social constraints or criticisms. Research implications are discussed.

Keywords: gender, hedonic motivation, online, offline, purchase intention.

Acknowledgements: Winnie Ng, Manukau Institute of Technology, the reviewers.