A Gender-Based Analysis on Online Shopping Decision-Making

This paper focuses on understanding the factors like relative advantage, trust, social influence and personal experience influence on online buying intention. Also, we assess if gender plays a moderating role in online buying. The sample size consists of 256 online buyers from Bangalore city. Seven products are selected for the study namely clothing, cosmetic, education, health, music, organic food and smart phones. The study aims to find if there exists a difference in product purchases made online among gender. The factors that influence most in online purchase is analysed. Factor analysis, Chi Square and regression are conducted to analyse the data for the study. The results show that there are differences in the opinion on online purchase as well as the product preferences among gender. The factors which influence male respondents are merchant trustworthiness and personal online experience whereas for female respondents the factor influencing is personal online experience. It is observed that gender plays moderately significant role on the factors influencing online buying intentions.