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.