Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
Gender diffrences in digital and Non-digital goods online purchase
Year:2014
Research Areas
  • Business organisation
Information
Abstract
Traditionally, research in e-commerce has found different purchasing behavior between male and female consumers. However, actual online sales data show similar figures of male and female online shoppers in Spain. Besides, e-commerce acceptance studies have traditionally focused on physical goods and service, neglecting the study of digital goods. This research aims to reduce the research gap in both topics, by revising the differences in online purchasing behavior of digital goods across genders. In order to do so, an acceptance model based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and its evolution (UTAUT2) is proposed. In addition, two variables from e-commerce research are included in the model: risk and trust. The results from the study show a decrease in the differences between male and female purchasing behavior, with only significant influence of gender in the relations between effort expectancy and purchase intention, and between social influence and purchase intention. The digital nature of goods only was found to affect the relation between risk and purchase intention. The combined analysis of gender and type of product showed no significant differences between male and female shoppers in non-digital goods shopping. Nonetheless, the results revealed significant influence of the type of products in male and female shopping behaviors. The discussion of results of the study offers an in-depth explanation of these differences.
International
Si
Congress
GLOBAL INNVATION AND KNOWLEDGE ACADEMY
960
Place
Valencia
Reviewers
Si
ISBN/ISSN
978-84-695-9949-5
Start Date
07/07/2014
End Date
08/07/2014
From page
1
To page
10
Actas 4th GLOBAL INNVATION AND KNOWLEDGE ACADEMY
Participants
  • Autor: Angel Francisco Agudo Peregrina (UPM)
  • Autor: Felix Jose Pascual Miguel (UPM)
  • Autor: Jose Julian Chaparro Pelaez (UPM)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
S2i 2020 Observatorio de investigación @ UPM con la colaboración del Consejo Social UPM
Cofinanciación del MINECO en el marco del Programa INNCIDE 2011 (OTR-2011-0236)
Cofinanciación del MINECO en el marco del Programa INNPACTO (IPT-020000-2010-22)