کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
5111365 | 1483486 | 2017 | 8 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
A comparison of online and offline gender and goal directed shopping online
ترجمه فارسی عنوان
مقایسه آنلاین و آفلاین جنسیت و هدف خرید آنلاین
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کلمات کلیدی
جنسیت، سودآور، مصرف کننده، آنلاین، آفلاین، خرید کردن،
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
چکیده انگلیسی
The aim of this paper is to model the effect of the consumers' perceptions of their offline and online gendered behaviour on online utilitarian shopping motivation and purchase intentions. We hypothesise that when consumers shop online, their behaviour is mediated by two gendered behaviours, namely offline and online. To test this hypothesis, 515 usable responses were collected in face-to-face interviews. The conceptual model was tested with confirmatory factors analysis (CFA) and structural equation modelling (SEM) across five product categories. Our findings show that the effect of a consumer's perception of their gendered behaviour offline vs. online on online utilitarian shopping motivation and purchase intentions is significantly different. In particular we found that utilitarian shopping motivation online has a significant effect on purchase intentions online mediated by gender (online) overall: strongly for females but not for males. Conversely, utilitarian shopping motivation online has a significant effect on purchase intentions online mediated by gender (offline) for males but not overall and for females.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 38, September 2017, Pages 118-125
Journal: Journal of Retailing and Consumer Services - Volume 38, September 2017, Pages 118-125
نویسندگان
Robert Davis, Sandra D. Smith, Bodo U. Lang,