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.