Studies On The Gender Differences Of The Factors Affecting Online Shopping Intentions

With the continuously rapid development of online shopping market, online shopping is becoming an important part to internet users and has resulted in a significant revolution to economic life of consumers. Therefore, it becomes the very concerned objectives for the particular market specialists to implement scientific gender sales to figure out the online shopping intention and difference between lady and gentlemen, as well as what are the characteristic of these lady and gentlemen who are favor in shopping online. This paper studies the impact of above issues, especially, the gender, to the online shopping intention.First, this paper theoretically analyzes relevant theory of gender difference and its impact to the online shopping behavior; Secondly, based on the Technology acceptance theory, it analyzes the research status for the factors in impacting online consumption intention; Finally, according to these studies, it puts forward the research clues and model assumptions. In the case study part, questionnaire survey data is analyzed inductively, and then, models for online shopping acceptance factors affected by self-concept of lady and gentlemen is established. Further, the model's assumptions are proved by sample statistics and case studies. The results are showed below:For online shopping, the factors that are significantly correlated with online shopping intention of consumers are:the online shopping innovativeness, shopping trust propensity, decision-making efficiency perception, price perception, network interaction, virtual experience, website popularity, shopping risk perception, page design and after sale service. In above factors, prices, website popularity, after sale service, and risk factors are the main factors.There are differences between consumers of lady and gentlemen in innovativeness, shopping trust propensity, price perception, network interaction, shopping risk perception, and after sale service;In the factors of that genders impact online shopping intention, the more sensitive factors to impact gentlemen's online shopping intention are:innovativeness and shopping risk perception. Whereas, the factors for lady are:shopping trust propensity, price perception, network interaction, and after sale service. According to the results, this paper has put forward targeted marketing strategy suggestions.