Influences of gender and product type on online purchasing

This study examines gender differences in the online purchasing behavior of consumers who purchase digital and non-digital goods. The research model builds upon the extended unified theory of acceptance and use of technology (UTAUT2), adding two key e-commerce variables: perceived risk and trust. Empirical analysis uses data from 817 Spanish consumers' responses to an online questionnaire. Gender differences—not considering product type effect—are significant in relationships between effort expectancy and purchase intention and between social influence and purchase intention. Product type affects the relationship between perceived risk and purchase intention in digital goods, where the influence is significantly higher for women. Significant gender differences don't appear for purchase intention in non-digital goods. Product type significantly influences the relationship between performance expectancy and purchase intention, and between facilitating conditions and purchase intention. Product type significantly influences the relationship between perceived risk and purchase intention for women but not for men.