Exploring the Relationship between Online Shopping Values and Attitude toward Online Shopping: Gender Differences

• Main Authors: Yang, Yi-Chun, 楊易淳
• Other Authors: Huang, Jen-Hung
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/89358430535934053247

博士 === 國立交通大學 === 管理科學系所 === 98 === This study examines the relationships between online shopping values and attitude toward online shopping using gender as a moderator. Data were collected from 296 undergraduate students using a questionnaire. The result indicated that utilitarian values (i.e. convenience, availability of information and lack of sociality) and hedonic values (i.e. adventure and sociality) positively influence attitude toward online shopping. Gender has a main effect on each value. In addition, gender has a moderating effect on each path from five shopping values to attitude toward Internet purchasing. A moderating test reveals that the influences of convenience and lack of sociality on attitude toward online shopping are stronger for men than for women, while the influences of adventure, availability of information and sociality on attitude toward online shopping are stronger for women than for men. Finally implications and further research directions are then discussed.