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Buying on the Internet: gender differences in on-line and conventional buying motivations

Buying on the Internet: gender differences in on-line and conventional buying motivations
Buying on the Internet: gender differences in on-line and conventional buying motivations
Two studies are reported that examine gender differences in attitudes toward conventional buying and on-line buying. Thematic analysis of open-ended accounts (n=113) in Study 1 provides a rich, qualitative map of buying attitude dimensions that are important to young women and men. Study 2 is a quantitative survey (n=240) of functional, emotional–social, and identity-related buying motivations in the 2 environments. The on-line environment has an effect on buying attitudes, but more strongly so for women than for men. Whereas men's functional concerns are amplified—rather than changed—in the shift from conventional to on-line buying, women's motivational priorities show a reversal, and less involvement in shopping. In contrast to men, women's on-line buying is associated with barriers (social–experiential factors) and facilitators (efficiency, identity-related concerns) grounded in their attitudes toward conventional buying. This has implications for the ease with which women and men can and want to adapt to the accelerating shift toward computer-mediated shopping.
internet and gender, buying motivations, buying on-line
0360-0025
423-444
Dittmar, Helga
9de7351a-3d08-429a-8ce7-57046e8d0e80
Long, Karen
1376d8f4-cdba-439c-aeb1-55b5e6195fd8
Meek, Rosie
018e0d68-7b66-483c-b769-1d4583cb4d85
Dittmar, Helga
9de7351a-3d08-429a-8ce7-57046e8d0e80
Long, Karen
1376d8f4-cdba-439c-aeb1-55b5e6195fd8
Meek, Rosie
018e0d68-7b66-483c-b769-1d4583cb4d85

Dittmar, Helga, Long, Karen and Meek, Rosie (2004) Buying on the Internet: gender differences in on-line and conventional buying motivations. Sex Roles, 50 (5-6), 423-444. (doi:10.1023/B:SERS.0000018896.35251.c7).

Record type: Article

Abstract

Two studies are reported that examine gender differences in attitudes toward conventional buying and on-line buying. Thematic analysis of open-ended accounts (n=113) in Study 1 provides a rich, qualitative map of buying attitude dimensions that are important to young women and men. Study 2 is a quantitative survey (n=240) of functional, emotional–social, and identity-related buying motivations in the 2 environments. The on-line environment has an effect on buying attitudes, but more strongly so for women than for men. Whereas men's functional concerns are amplified—rather than changed—in the shift from conventional to on-line buying, women's motivational priorities show a reversal, and less involvement in shopping. In contrast to men, women's on-line buying is associated with barriers (social–experiential factors) and facilitators (efficiency, identity-related concerns) grounded in their attitudes toward conventional buying. This has implications for the ease with which women and men can and want to adapt to the accelerating shift toward computer-mediated shopping.

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More information

Published date: March 2004
Keywords: internet and gender, buying motivations, buying on-line

Identifiers

Local EPrints ID: 51860
URI: https://eprints.soton.ac.uk/id/eprint/51860
ISSN: 0360-0025
PURE UUID: 7324ed7a-8bdd-464b-baae-a2fcd316dfab

Catalogue record

Date deposited: 03 Jun 2008
Last modified: 13 Mar 2019 20:48

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