B2C E-Commerce Acceptance: The Moderating Effect of Gender

被引：0
|
作者：
Hernandez-Ortega, Blanca [1 ]
Jimenez-Martinez, Julio [1 ]
Jose Martin-De Hoyos, Ma [1 ]
机构：
[1] Univ Zaragoza, Zaragoza, Spain
来源：
INNOVATION AND KNOWLEDGE MANAGEMENT IN BUSINESS GLOBALIZATION: THEORY & PRACTICE, VOLS 1 AND 2 | 2008年
关键词：
Gender differences; E-purchasing behaviour; Self-efficacy; Technology Acceptance Model;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The objective of this paper is to test the moderating effect of gender on e-purchasing behaviour. With this aim, we analyse a group of e-customers (males and females) with experience in online shopping through an extended Technology Acceptance Model. The results obtained show that there are significant differences derived from gender e-customer. The attitude of males has a greater influence on their intention to purchase online. Females give more importance to the effect of ease of use on attitude. The most important perceptions,self-efficacy and perceived usefulness, are the same in the behaviour of any e-customer.
引用
收藏
页码：1286 / 1294
页数：9
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