Gender Differences in Modeling the Influence of Online Marketing Communication on Behavioral Intentions

To empirically prove that there are gender differences in the way online consumers react to online marketing communication attempts, the present study builds on a previously tested and validated empirical model showing the influence of online marketing communication on behavioral intentions by continuing in a SEM approach. Significant differences between male and female users are found and implications online communication practitioners are discussed, together with strategic proposals stemming from these novel results.