Influence of Gender on Internet Commerce: An Explorative Study in Singapore

ABSTRACT This study aims to examine how gender influences one's attitude towards online purchasing, and hence purchase intention among online consumers by focusing on three critical determinants-emotional expectations, trust, and self-efficacy. Results obtained from an online survey of 120 Singaporean consumers revealed that emotional expectations, trust, and self-efficacy significantly influenced one's attitude towards Internet commerce regardless of gender. However, females had significantly lower levels of trust and self-efficacy with regard to Internet commerce, and thereby had less favourable attitudes than male consumers. The study suggests that learning gender differences is critical for electronic retailers (e-tailers) to create more positive perceptions toward online purchases.

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