What is it about?
The manuscript examines the gender-based behavioral and psychological factors in online consumer shopping. The findings reveal more differences than similarities between men and women as online consumers.
Featured Image
Why is it important?
The review identifies several gender-related factors that online businesses should understand to maintain their market positions. This synthesis explores gender differences and similarities from a wide range of online settings, including readiness for adoption of new technology, willingness to make online payments, trust in online vendors, perception and behavior towards online business websites, and perceived online service quality.
Perspectives
The purpose of this study is to systematically examine gender specific behavioral differences and similarities in online shopping consumers, underlying theories for such differences and similarities, and moderating and mediating roles of gender in studying the effects of online marketing strategies.
Ms. Maria Kanwal
The Women University, Multan, Pakistan
Read the Original
This page is a summary of: Systematic review of gender differences and similarities in online consumers’ shopping behavior, Journal of Consumer Marketing, November 2021, Emerald,
DOI: 10.1108/jcm-01-2021-4356.
You can read the full text:
Contributors
The following have contributed to this page
