B2C E-Commerce Acceptance: The Moderating Effect of Gender

Blanca Hernández-Ortega, Julio Jiménez-Martínez and Mª José Martín-De Hoyos

 

University of Zaragoza, Zaragoza, Spain

 University of Zaragoza, Zaragoza, Spain

 University of Zaragoza, Zaragoza, Spain

Abstract

The objective of this paper is to test the moderating effect of gender on e-purchasing behaviour. With this aim, we analyse a group of e-customers (males and females) with experience in online shopping through an extended Technology Acceptance Model. The results obtained show that there are significant differences derived from gender e-customer. The attitude of males has a greater influence on their intention to purchase online. Females give more importance to the effect of ease of use on attitude. The most important perceptions, self-efficacy and perceived usefulness, are the same in the behaviour of any e-customer. 

Keywords: Gender differences, E-purchasing behaviour, Self-efficacy, Technology Acceptance Model.
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