Buying on the internet: gender differences in on-line and conventional buying motivations

摘要: Two studies are reported that examine gender differences in attitudes toward conventional buying and on-line buying. Thematic analysis of open-ended accounts (n=113) Study 1 provides a rich, qualitative map attitude dimensions important to young women men. 2 is quantitative survey (n=240) functional, emotional–social, identity-related motivations the environments. The environment has an effect on attitudes, but more strongly so for than Whereas men's functional concerns amplified—rather changed—in shift from buying, women's motivational priorities show reversal, less involvement shopping. In contrast men, associated with barriers (social–experiential factors) facilitators (efficiency, concerns) grounded their This implications ease which men can want adapt accelerating computer-mediated