A proposed model of online consumer behavior: Assessing the role of gender |
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| Authors: | Marie-Odile Richard Jean-Charles Chebat Zhiyong Yang Sanjay Putrevu |
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| Institution: | 1. Faculty of Management, Laurentian University, 130 Bell Farm Rd, Barrie, L4M 5G6, ON, Canada;2. Department of Marketing, John Molson School of Business, Concordia University, 1455 de Maisonneuve West, Montréal H3G 1M8, Quebec, Canada;3. Lutgert College of Business, Florida Gulf Coast University, Fort Myers, FL, 33965, United States |
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| Abstract: | This research examined the influence of Internet experience and web atmospherics on consumer online behavior. It developed a model of web navigation behavior where these antecedent variables drove website exploratory behavior and website involvement, which in turn, drove site attitudes and pre-purchase evaluations. These relationships were tested and confirmed in the context of a pharmaceutical website. Further, men and women differed in web navigation behavior, with men engaging in less exploratory behavior and developing less website involvement than women. However, across the two sexes, entertainment, challenge, and effectiveness of information content were the key drivers of website attitudes. The findings provide several guidelines for online communication strategy. |
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