Gender differences in the effect of communication on college students’ online decisions

作者：

Highlights：

• We build a research model to examine the moderating effect of online communication affects and associated gender differences.

• We argue for the positive moderating effect of online communication on consumers' e-commerce purchase behavior.

• Online communication process affected the shopping experience on gender lines, and shopping initiation had a positive effect for both men and women.

• So in subsequent practical application, we communicate by offering more online, including a means for users to guide and stimulate consumption.

摘要

•We build a research model to examine the moderating effect of online communication affects and associated gender differences.•We argue for the positive moderating effect of online communication on consumers' e-commerce purchase behavior.•Online communication process affected the shopping experience on gender lines, and shopping initiation had a positive effect for both men and women.•So in subsequent practical application, we communicate by offering more online, including a means for users to guide and stimulate consumption.

论文关键词：Cognitive psychology,Interactive,Gender difference,Online decision

论文评审过程：Received 13 February 2016, Accepted 18 July 2016, Available online 29 August 2016, Version of Record 29 August 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2016.07.012