Gender and e-commerce: an exploratory study
研究性别如何影响电子商务体验，发现情感收益、信任和便利性解释了女性对在线购物满意度低于男性的原因，并提出了改善女性购物体验的建议。
<h3>ABSTRACT</h3> The authors consider the role of gender as it relates to e-commerce and offer a conceptual framework that attempts to explain why women are less satisfied than men with the online shopping experience. Perceived emotional benefits are discussed as a primary reason women lack support for e-commerce activity. Additional concepts in our model include trust (i.e., skepticism) and practicality (i.e., convenience). Our survey findings revealed that these three concepts—emotion, trust, and convenience—predicted women9s dissatisfaction (and men9s satisfaction) with online shopping, as well as men and women9s actual shopping behavior. The authors offer ideas to help e-marketers form stronger emotional bonds with female shoppers.