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Gender-specific on-line shopping preferences

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Abstract

This study approaches the question of whether on-line shopping preferences differ from a gender perspective. Data is collected by the means of an on-line survey (n=170) in which male and female on-line shoppers rank the importance of various features that have an impact on their shopping experience. The results show no gender differences at the construct level. However, when comparing the ranking of individual features some statistically significant differences exist. Males, for example, rank accurate description of products and fair pricing significantly more important than females. Females on the other hand consider return labels significantly more important than their male counterparts. The implications for research are twofold. First, the study provides additional insights into on-line shopping preferences from a gender perspective. Second, the study demonstrates that significant differences might not show on the construct level but only when features are individually compared with each other. The implication for practice is to help businesses enhance their on-line shopping platforms to better consider the particular needs of male and female on-line shoppers.

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Authors and Affiliations

  1. Center for Information Management, Stockholm School of Economics, Box 6501, 113 83, Stockholm, Sweden

    Frank Ulbrich

  2. Clariom, Inc., 500 Third Street, Suite 210, San Francisco, CA, 94107, USA

    Tina Christensen

  3. Crocs Inc., 6328 Monarch Park Place, Niwot, CO, 80301, USA

    Linda Stankus

Authors
  1. Frank Ulbrich
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  2. Tina Christensen
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  3. Linda Stankus
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Corresponding author

Correspondence to Frank Ulbrich.

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Ulbrich, F., Christensen, T. & Stankus, L. Gender-specific on-line shopping preferences. Electron Commer Res 11, 181–199 (2011). https://doi.org/10.1007/s10660-010-9073-x

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  • DOI: https://doi.org/10.1007/s10660-010-9073-x

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