Diversity and technology: An analysis of the effects of race and gender on electronic shopping behavior

This inquiry presents an analysis of electronic shopping behavior. Primarily, this research assesses whether race and gender affect consumer interest in electronic shopping systems, and the proficiency with which those systems are used. Secondarily, the study examines the degree to which technology familiarity accounts for any variance attributed to either race or gender. An electronic marketplace is emerging in the United States, comprised of media from the telecommunications, entertainment, and computer industries. Diverse consumer demographics and interests may necessitate segmentation strategies in electronic markets, similar to those presently used in the traditional market environment. Although the marketing literature has not explored the influence of consumer diversity on the burgeoning electronic marketplace, this study's findings are inconclusive regarding the salience of race as a designator of electronic shopping perceptions and preferences. Similarly, a significant gender effect failed to emerge for both involvement toward electronic shopping systems and electronic shopping proficiency. However, those findings do not diminish the potential importance of demographic diversity considerations in the design and deployment of future electronic shopping systems. Accordingly, the study concludes that additional research is needed to clarify the role of race and gender in electronic shopping behavior.