Purchasing habits on the Internet by gender: Issues, perceptions, and reasons regarding gender -based online shopping behaviors.

摘要

This descriptive study compared the attitudes and perceptions of women and men toward security and privacy with regard to purchasing goods and services on the Internet. The purpose was to uncover attitudes, beliefs, and perceptions of online shoppers, particularly women, who complete fewer purchases. A survey instrument with Likert-type questions measured responses associated with Internet security from a stratified random sample of 134 men and 217 women who purchased or thought about purchasing online. Chi-square analyses were performed on Likert-type questions to assess gender differences. A content analysis assessed responses to open-ended questions.;Findings revealed that women expressed a higher level of concern about security and the lack of laws governing Internet business compared to men. Men bought on a more transactional basis; women bought based on relationships and on perceived value. Women indicated a higher level of sensitivity to relevant information and a tendency to favor objective rationality over Internet companies' claims.;The results suggest that companies need a more social and trusting environment by removing irrelevant information for potential female customers and providing easier use. Further research can support findings by including a larger sample size and broader diversity of groups to become the foundation for transforming traditional marketing into a new style relationship of marketing. Further research can also provide new information about educational level and purchase type.