The joint moderating role of trust propensity and gender on consumers' online shopping behavior

We built a research model based on a benefit-risk paradigm, and tested the moderating effects of trust propensity and gender in relationship to the impacts of perceived benefits and risks on user online behavior. Results showed that gender moderated the impact of perceived benefit on one's intention to purchase. Trust propensity was found to moderate the relationship between perceived risk and overall satisfaction. In addition, we found that the interaction of trust propensity and gender played a significant joint moderating role in affecting the impact of perceived benefit on intention to purchase. Men with high trust propensity belief are the most benefit oriented consumer group. Implications for both research and practice are discussed.