標題: Gender differences in adolescents' online shopping motivations
作者: Huang Jen-Hung
Yang Yi-Chun
管理科學系
Department of Management Science
關鍵字: Online shopping;gender differences;utilitarian value;hedonic value;adolescents
公開日期: 1-Jun-2010
摘要: Few studies discuss gender differences in online shopping motivations among adolescents. This study was to investigate gender differences in adolescents' online shopping motivations based on utilitarian and hedonic motivations. Utilitarian motivations consist of convenience, choice, availability of information, lack of sociality, and cost saving, whereas, hedonic motivations comprise adventure, sociality, fashion, value and authority. 639 high school students in Taiwan were selected and the result indicated that male adolescents hold significantly more positive attitudes toward online shopping on utilitarian motivations (for example, convenience, lack of sociality and cost saving) than the female adolescents whereas, female counterparts put more emphasis on hedonic motivations (for example, adventure, sociality, fashion and value) on internet consumption. It suggests that, gender differences really exist in online shopping. The study provides a direction for the further research of internet marketing.
URI: http://hdl.handle.net/11536/14102
ISSN: 1993-8233
期刊: AFRICAN JOURNAL OF BUSINESS MANAGEMENT
Volume: 4
Issue: 6
起始頁: 849
結束頁: 857
Appears in Collections:Articles