Gender differences in the interpretation of web atmospherics: A selectivity hypothesis approach

This paper sets out to explore the role of gender as a moderator of the relationship between web atmospheric cues and virtual visitor's attitudes. In a laboratory experiment, the web atmospherics of a museum website – conceived as high and low task relevant cues – are manipulated so as to assess their impact on attitude toward the website and attitude toward the brand. The findings indicate that low task relevant cues are associated not only with higher attitude toward the website but with more positive evaluations of the brand as well. Gender has a moderating effect on both relationships of interest: In the absence of low task relevant cues, males develop less favorable attitudes toward the site and the brand, while females' attitude remains consistent across both experimental conditions. The findings are interpreted from a Selectivity Hypothesis viewpoint, which attributes gender differences in cognitive evaluations, to differences in information processing style. The study underscores the value of web atmospherics for service branding, elucidating the benefits for webpage design. It also supports the relevance of the Selectivity Model in the Internet context and highlights its significance in the sphere of online attitude development.     

Gaze behaviour,body image in women and online apparel shopping

Online apparel shopping is popular among women, with possible negative body image consequences, particularly when the website imagery is body-focused. We investigated both correlational and experimental effects of online apparel shopping on women's (N = 113) explicitly and implicitly measured self-worth, appearance attitudes and body gaze behaviour. Self-reported online apparel shopping behaviour positively correlated with self-objectification and a tendency to value and compare one's appearance. Following a simulated online shopping activity, women who browsed a body-focused activewear website felt worse about their looks, when compared with women who browsed a non-body-focused casualwear website. The activewear condition also primed lower subsequent visual attention towards female bodies in a gaze task, when compared with the casualwear condition. Given that women tend to naturally gaze at faces, the deprivation of facial stimuli in the activewear condition presumably led to a compensatory gaze effect, whereby subsequent attention towards bodies was comparably low. Importantly, dollars spent in the activewear condition correlated positively with appearance comparison and body shame attitudes. These results suggest that online apparel imagery exposure may negatively impact women's well-being. We also find evidence suggesting that gaze behaviour plays a role in how apparel marketing influences subsequent attention.     

Like or want? Gender differences in attitudes toward online shopping in China

While previous studies indicate that female consumers display less trust for online shopping than males do, there is little research to addresses the reasons behind this difference. Our study applies a combination of both self‐report and the Implicit Association Test (IAT) to compare the cognitive and affective components of attitudes in men and women toward online shopping in China. Although female participants showed no significant difference from male participants in affective attitudes toward online shopping in the self‐report condition, females associated online shopping more frequently with unpleasant adjectives and off‐line shopping with pleasant adjectives in the indirect IAT condition. The opposite pattern was found for the male group. This finding indicates a wanting but disliking attitude toward online shopping among the female consumers in China, which provides a unique theoretical contribution to consumer behavior theory and helps to enhance e‐marketers’ market targeting and segmentation effectiveness in China.     

“Showrooming” in Consumer Electronics Retailing: An Empirical Study

The present study focuses on multichannel retailing strategies and describes the state of consumer behavior regarding “showrooming” (the practice of examining merchandise or products in a retail store and then buying it online). Founded on the theory of planned behavior (TPB), the authors examine the antecedents of showrooming using data collected from a sample of 176 retail consumers. Based on their results, they define perceived control, website compatibility, and subjective norms as the main antecedents of consumer attitudes toward online purchases. Additionally, they state that previous experience and reasons against purchasing online are directly associated with consumers’ intention to purchase on the retailer’s website. Finally, some theoretical conclusions and practical implications for retailers are discussed.     

An investigation of gender differences in on-line privacy concerns and resultant behaviors

This study examines whether gender differences are apparent in attitudes and behaviors toward advertising and marketing practices involving information gathering and privacy on-line. As part of a larger study, 889 internet users nationwide were surveyed using electronic mail. Results indicated that women and men differed significantly in their attitudes toward several practices, with women generally appearing more concerned about the effect the practice would have on their personal privacy. Additionally, the study found that men were likely to adopt behaviors to protect their privacy when they became concerned; women, however, rarely adopted protective behaviors. Implications for web advertisers are provided.     

Measuring the role of factors on website effectiveness using vector autoregressive model

Behavioral actions of online customers play an important role in influencing the website's effectiveness for online retailers and online business entities. The leading web analytics software measures the customers' behavior on a website using many key web metrics. However, the role of key metrics in measuring the dynamics nature of website effectiveness has largely been unexplored, especially for the non-transactional website. The study builds on flow theory to fill this gap. It presents a methodology to predict the website's effectiveness by examining the impact of three metrics (average session duration, repeat visit, and bouncing rate) on consumers' online behavioral outcomes witnessed through goal completion (GC) and goal conversion rate (GCR). Vector autoregressive (VAR) method is adopted to analyze the dynamic relations and effect among the metrics. The study provides an in-depth insight into the time-varying effect of each variable on website performance. The findings reveal that an engaged customer with high ASD (average session duration) or who revisits (RV) the site positively impacts GC and GCR. A negative effect of bouncing rate (BR) was found on goal conversion rate and goal completion. Interestingly, the study found granger causality between GC and GCR & ASD, and RV. Based on the findings, the study provides vital theoretical and managerial implications.     

Consumer decision-making styles,involvement, and the intention to participate in online group buying

Recent studies have demonstrated the relevance of consumer decision-making styles and consumer involvement as crucial constructs in understanding online group buying, but none has analyzed their collective impact. This study tests consumer involvement as the mediator in the relationship between consumer intention to participate in online group buying and their decision-making styles. The results show that involvement significantly mediates the relationships between the recreational, hedonistic; price-conscious; habitual, brand loyal; and the confused by over-choice consumer decision-making styles and their intention to participate. Interestingly, the novelty-fashion conscious decision-making style shows a significant direct effect but no mediation through involvement. The study makes substantive contributions toward the online consumer behavior literature and website management. We suggest that website managers maintain consumer involvement at a high level and consider consumer decision-making styles when addressing potential visitors and converting them into buyers. The study describes limitations and implications for future research.     

Website quality and users' intention to use digital libraries: Examining users’ attitudes,online co-creation experiences,and eWOM

This research aims to examine how the website quality affects the intention of digital library users to use the website by considering factors of user's attitudes, online co-creation experiences, and electronic word-of-mouth. The statistical population of the research is composed of the users of Astan Qods Razavi digital library, which is one of the oldest digital libraries in Iran. Data was collected from 402 participants who use the library and analyzed in SPSS and PLS softwares. Construct validity was assessed and confirmed using convergent validity and divergent validity. Data reliability was assessed and confirmed using Cronbach's alpha and composite reliability. The research confirms that website quality affects the attitudes of users towards the website and their intention to participate in online co-creation and eWOM. The effects of user's attitudes to the online co-creation experience, eWOM, and intention to use the library, as well as the effects of the online co-creation experience and eWOM on the intention to use the digital library were also confirmed. Considering the results of the research, it is recommended to digital libraries to provide an efficient user-friendly website designed to increase user participation and establish close contact with them and in this way increase their intention to use digital library services.     

Internet Engagement Process

Abstract

It is well established that attracting users to a commercial website is an essential prerequisite to e-commerce. However, research has also suggested that engaging them on the site, once they are there, is an important element of converting web surfers to buyers. This study investigates Internet experience and its effect on certain web features that could aid in making a website “sticky.” Features studied include searching, online shopping, online learning, chat rooms, and e-mailing. All of the features, with the exception of e-mail and chatting, demonstrated significant differences based on user experience. This implies that certain website features can be used to differentiate users in a predictive fashion.     

Congruity's role in website attitude formation

Retailers with physical stores that also have an online presence (one form of multi-channel retailers) have unique challenges. Consumers bringing their prior attitudes towards the retailer to the site is one such challenge. However, researchers studying website issues focus only on consumers' evaluations of website characteristics, failing to account for how prior attitudes towards the firm and congruity of the website with the retailer's physical store image might affect information processing and attitude formation. The current study draws on categorization theory, by proposing that increases in the congruity between the retailer's known offline and their online presence should decrease the emphasis new visitors place on website characteristics (a piecemeal process) and increase the influence of their prior attitudes towards the firm (an attitude transfer process). Results support predictions and provide guidance for multi-channel retailers.     

Person–place congruency in the Internet Banking context

This study proposes and empirically validates a model that incorporates the interaction effects of consumer's shopping orientation (utilitarian/recreational) and attitudes towards the online store atmospheric qualities (information related cues, navigation cues, aesthetic cues) on online shopping behavior. The use of an underutilized technique for detecting interaction effects unveils the superiority of interaction effects over direct effects in explaining online shopping behavior. Results reveal significant interaction effects during the information search stage but not during the purchase stage. Furthermore, the interaction effects were significant only for utilitarian shoppers but not for the recreational ones. The results signify the distinctive nature of online shopping compared to the offline one, and the need for retailers to distinguish online and offline store atmosphere management.     

Cosmetics makers have always sold ‘hope in a jar’! Understanding the cosmetics purchase intention in the Chinese mobile commerce environment

Using the S-O-R model, we investigate the impact of situational factors (interpersonal influence, visual appeal, and portability) on hedonic and utilitarian web browsing and expand the theory by exploring the moderating roles of scarcity and serendipity. Data were collected from 988 participants via an online survey. Structural equation modeling was performed using AMOS 23. The results show that the situational factors positively influence hedonic and utilitarian web browsing. Scarcity and serendipity have a significant moderating role in the relationship between hedonic web browsing, utilitarian web browsing, and cosmetics m-commerce purchase intention. This study hopes to provide a deeper understanding of consumer behavior and attitudes in the cosmetics market in the m-commerce context.     

Building loyalty with online financial services customers: Is there a gender difference?

This study proposes a research model of the determinants of customer loyalty in an online financial services context. The study examines the online service quality dimensions that influence e-trust and e-satisfaction, which in turn influence e-loyalty. The research assesses also the moderator role of gender in e-loyalty development. Using data collected from 376 users of a click-and-brick financial institution in Canada, the study finds that: (1) e-loyalty is positively related to e-satisfaction and e-trust; (2) e-satisfaction and e-trust are positively associated to perceived website efficiency and information quality; (3) gender does not moderate relationships between online service quality, e-satisfaction, e-trust, and e-loyalty; (4) women report higher levels of online service quality, e-satisfaction, e-trust, and e-loyalty than men. The study emphasises the role of website efficiency and information quality in developing loyalty for online financial services providers. Indeed, it suggests that online financial institutions do not need to segment their online market based on gender.     

Images of Women in Online Advertisements of Global Products: Does Sexism Exist?

Research on female stereotypes in online advertisements is particularly scant, and thus, we lack evidence on whether women are depicted in derogatory (stereotypical) terms on the Internet or not. This theme has significant ethical implications. Hence, the objectives of this study are: (1) to provide evidence on female role portrayals in online advertisements of global products, and (2) to explore female role portrayals across web pages for different audience types. The results indicate that women are generally portrayed in a stereotypical way, supporting the notion that sexism is prevalent in online advertisements worldwide. Portrayal of women across web pages varies considerably, with female-audience web pages embracing “decorative” female images; male-audience web pages promoting polarizing depictions of women in “dependent” or “non-traditional” roles; and general-audience web pages using portrayals of women as housewives or equal to men. Overall, the findings suggest that “traditional” or “decorative” stereotypes are largely evident in all three audience types, although some “non-traditional” roles may occur. Implications and future research directions are discussed.     

The impact of online customer satisfaction on the yahoo auction in Taiwan

In this article, the authors develop a conceptual model that links website quality, trust, merchandising, customer service, and online satisfaction for yahoo auction in Taiwan. The research objective is to provide initial evidence for the determinants of e-satisfaction (online satisfaction). We examine the role of web quality, trust, merchandising, and customer service in consumer online satisfaction assessments. This conceptual model is empirically tested from 350 consumers across a broader group of online shoppers on yahoo auction by means of internet surveys and structural equation analysis. The results show that the determinants of online trust are website quality, merchandising, and customer service. Website quality, trust, merchandising, and customer service have positive effects on online satisfaction for auction sites. The research findings were reported by discussing the implications of the findings and directions for future research.     

Factors Influencing Web Customers’ Willingness to Engage in Online Shopping with an Internet Retailer

This study is an effort to identify and analyze the factors that could potentially influence web customers’ willingness to engage in online shopping with an Internet retailer. Using the primary data collected from a large sample of a web-based consumer survey, researchers developed a structural Equation model that embodied those factors that potentially influenced web customers’ willingness to engage in online shopping with an Internet retailer. Seven constructs were considered to study the effects of those factors on the web customers’ willingness to engage in online shopping with an Internet retailer, including quality of service, inertia to change, economic value, stress reduction, enjoyment in doing business, comfort level with website, and aesthetic appeal. The proposed model is largely supported and validated by several statistical measures and tests.     

Influences of retail brand trust,off‐line patronage,clothing involvement and website quality on online apparel shopping intention

This study examines the influence of retail brand trust, off‐line patronage, clothing involvement, and website quality on online apparel shopping intention for young female US consumers. Data for this study were collected from 200 young female consumers who completed an online survey. Participants were asked to select one of three pre‐determined apparel retail brands that they have either had experience with or were familiar with. Respondents were then asked to keep their selected retailer in mind when completing the questionnaire and were also asked to briefly visit the retailer's website shopping for a shirt or blouse. Factor, correlation and multiple regression analyses were conducted to test our hypotheses. Retail brand trust, off‐line patronage, clothing involvement and two factors of website quality (usability and information quality, visual appeal and image) were found to significantly influence online apparel shopping intention. Off‐line patronage was the strongest predictor of online shopping intention. Implications for multi‐channel apparel retailers were discussed based on these findings.     

Visual attention to the main image of a hotel website based on its position,type of navigation and belonging to Millennial generation: An eye tracking study

This article focuses on the role played by the images that hotels use on their websites. Under this approach, this study analyses the main image used in a hotel website, considered an area of outstanding interest, which can help to improve the first impression when arriving at the website and, with it, increase the number of bookings. The absence of studies on this matter aroused the interest in it.The proposed experiment allows to check how these images influence the pattern or metrics of visual attention of users as well as their cognitive processing. The eye tracking technology was chosen with the intention of knowing several aspects of this fixation behaviour according to: the position of the image on the website, whether or not it belongs to the Millennial generation and the type of navigation it performs (exploratory vs. goal oriented), in addition to proposing some interaction effects between these classification variables studied.The results achieved revealed that an image in the upper area of a website is more effective, but there are some differences in the visual attention among groups of participants. This attention to it will depend, in part, on the type of task to be carried out within the website and the user age. Specifically, goal-oriented users showed a lower recurrent interest in the main image. The fixation was shorter in the group belonging to the Millennial generation, who do not need, given their greater experience in the web, a longer time to process the cognitive load of the image. Although the hypotheses proposed on the basis of the literature are not entirely satisfactory, the present study allows laying the foundations for more complex future works.     

A grounded theory of World Wide Web search behaviour

The behaviours and underlying motivations of consumers and business people surfing the World Wide Web (WWW) are presently not well understood. Furthermore, until now no empirical studies have offered any scientifically sound guidance to marketing communication strategists as to using this interactive medium. Therefore, the authors have conducted an exploratory multiple-case study of this interactive behaviour and its underlying motivations. Consumers and business people were observed unobtrusively while navigating the WWW. During a retrospective in-depth interview, the underlying motivations were probed and the respondent was confronted with video images of his/her own navigation behaviour. The analysis and interpretation of these two sources of data resulted in the development of a grounded theory of search and surf behaviour on the WWW by linking the behaviour and motivations with the visited websites. The following five behavioural search scenarios were discovered from the data: exploratory surfing, window surfing, evolved surfing, bounded navigation and targeted navigation. Marketing guidelines are outlined allowing the marketing communication strategist to enhance the effectiveness of the company's website.     

Expectations and Attitudes Toward Gender-Based Price Discrimination

This study explores consumer expectations and attitudes related to gender-based price discrimination. Although much research has focused on pay inequalities and gender diversity, considerably less attention has been focused on situations in which men and women are charged different prices based on gender. In two studies, expectations and attitudes toward gender-based price discrimination are examined. In Study 1, two scenarios related to prices at hair salon and dry cleaning services were manipulated to measure expectations and attitudes toward gender-based price discrimination. We found that the nature of the service results in expectations of price differences between men and women. We also found men expect gender-based pricing more than women. In Study 2, qualitative research was conducted to reveal the cognitions that men and women experience when exposed to gender-based price discrimination.