Exploring gender differences in online shopping attitude

摘要

While attitude and gender are important factors that affect online shopping behavior, toward online shopping attitude remains a poor understood construct. Moreover, very few studies, if any, have explicitly addressed gender differences in online shopping attitude. Using attitude as a multidimensional concept to include cognitive, affective, and behavioral components, the present study examines gender differences across the three attitudinal components. The results of empirical testing demonstrate three distinct components of online shopping attitude and significant gender differences in all three attitudinal components. The results also show that the largest gender difference is in the cognitive attitude, indicating that females value the utility of online shopping less than their male counterparts do.