Buying on the Internet: Gender Differences in On-line and Conventional Buying Motivations

Buying on the Internet: Gender Differences in On-line and Conventional Buying Motivations 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) in Study 1 provides a rich, qualitative map of buying attitude dimensions that are important to young women and men. Study 2 is a quantitative survey (n=240) of functional, emotional–social, and identity-related buying motivations in the 2 environments. The on-line environment has an effect on buying attitudes, but more strongly so for women than for men. Whereas men's functional concerns are amplified—rather than changed—in the shift from conventional to on-line buying, women's motivational priorities show a reversal, and less involvement in shopping. In contrast to men, women's on-line buying is associated with barriers (social–experiential factors) and facilitators (efficiency, identity-related concerns) grounded in their attitudes toward conventional buying. This has implications for the ease with which women and men can and want to adapt to the accelerating shift toward computer-mediated shopping. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Buying on the Internet: Gender Differences in On-line and Conventional Buying Motivations

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Publisher
Springer Journals
Copyright
Copyright © 2004 by Plenum Publishing Corporation
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1023/B:SERS.0000018896.35251.c7
Publisher site
See Article on Publisher Site

Abstract

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

Journal

Sex RolesSpringer Journals

Published: Oct 18, 2004

References

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