Men vs. Women: Study of Online Shopping Habits and Factors Influencing Buying Decisions in Bahrain

摘要

The purpose of this article is to measure the difference between Bahraini men and women in terms of their habits of online shopping and determine factors affecting their buying decision. The researchers adopted a technology acceptance model (TAM) as a research conceptual framework. A questionnaire was developed and distributed randomly to a sample of Bahrainis. Collected data was analyzed to test the research framework and hypotheses using multiple regression analysis. Results show there is a difference between men and women in term of trust, habit, satisfaction, perceived ease of use, and risk. The limitation of research stems from the majority of the participants aged between 18-28 years old, which could not represent all population age group. The article identifies key predictors of the online buying decision, enabling entrepreneurs and practitioners of online business to understand which factors will be useful to draw a rigid strategy for their online presence. Previous studies on online shopping did not give much concern to gender factor, while the current study investigates differences between men and women online shopping habits and reaching new facts about factors that influence the Bahraini buying decisions.