A comparison of online and offline gender and goal directed shopping online |
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| Institution: | 1. AIS New Zealand, P.O Box 2995, 42 Woodside Rd, Mt Eden, Auckland 1140, New Zealand;2. Department of Marketing, New Zealand;1. College of Business Administration, Loyola Marymount University, One LMU Drive, MS 8395, Los Angeles, CA 90045, USA;2. Naveen Jindal School of Management, The University of Texas at Dallas, 800 West Campbell Road, SM32, Richardson, TX 75080, USA;3. Sam M. Walton College of Business, The University of Arkansas, 220 N Ozark Ave, Fayetteville, AR 72701, USA;1. Center for Retailing, Stockholm School of Economics, Sweden;2. School of Business, Stockholm University, Sweden;1. Swinburne University of Technology, Australia;2. Griffith University, Australia;1. Associate Professor of Marketing Griffith Business School Griffith University, 170 Kessels Road, Nathan QLD 4111, Australia;2. Professor of Marketing Business Research Unit (BRU/UNIDE), Instituto Universitário de Lisboa (ISCTE-IUL), Portugal;1. School of Retail & Services Management, College of Business, Dublin Institute of Technology, Aungier Street, Dublin 2, Ireland;2. Centre for Advanced Retail Studies (CARS), Massey Business School (Albany), Massey University, Private Bag 102904, North Shore, Auckland 0745, New Zealand;3. Department of Marketing and Retailing, Surrey Business School, University of Surrey, Guildford, Surrey GU2 7XH, UK |
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| Abstract: | The aim of this paper is to model the effect of the consumers’ perceptions of their offline and online gendered behaviour on online utilitarian shopping motivation and purchase intentions. We hypothesise that when consumers shop online, their behaviour is mediated by two gendered behaviours, namely offline and online. To test this hypothesis, 515 usable responses were collected in face-to-face interviews. The conceptual model was tested with confirmatory factors analysis (CFA) and structural equation modelling (SEM) across five product categories. Our findings show that the effect of a consumer's perception of their gendered behaviour offline vs. online on online utilitarian shopping motivation and purchase intentions is significantly different. In particular we found that utilitarian shopping motivation online has a significant effect on purchase intentions online mediated by gender (online) overall: strongly for females but not for males. Conversely, utilitarian shopping motivation online has a significant effect on purchase intentions online mediated by gender (offline) for males but not overall and for females. |
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| Keywords: | Gender Utilitarian Consumer Online Offline Shopping |
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