@article{hernndezortega2008b2c,
  title = {B2C E-Commerce Acceptance: The Moderating Effect of Gender},
  author = {Blanca Hernández-Ortega and Julio Jiménez-Martínez and Mª José Martín-De Hoyos
 },
  year = 2008,
  url = {https://ibimapublishing.com/articles/CIBIMA/2008/381866/},
  journal = {Communications of the IBIMA},
  volume = 2008 (2008),
  pages = 9,
  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.},
  note = Article ID: 381866
}