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Abstract
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| 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. | |
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International
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Si |
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Congress
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GLOBAL INNVATION AND KNOWLEDGE ACADEMY |
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960 |
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Place
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Valencia |
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Reviewers
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Si |
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ISBN/ISSN
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978-84-695-9949-5 |
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Start Date
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07/07/2014 |
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End Date
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08/07/2014 |
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From page
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1 |
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To page
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10 |
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Actas 4th GLOBAL INNVATION AND KNOWLEDGE ACADEMY |