Gender Differences in E-commerce

• Autorzy: Andrzej Szymkowiak , Urszula Garczarek-Bąk

Warianty tytułu

Różnice w zachowaniach zakupowych kobiet i mężczyzn w e-commerce

• Języki publikacji: EN

Abstrakty

EN

The purpose of this study is to determine if there are differences in online shopping behaviour between women and men. While gender is an important factor that affects purchasing behaviour it is still a poorly described construct, especially in the e-commerce market. This paper focuses on examining three areas: the sources of website visits, the infrastructure used to browse Internet resources and the activity on the website in case of the gardening sector (gender neutral). The activities of 352,971 people in the period from 1st October 2016 to 1st October 2017 were analysed. The results demonstrate that online shoppers behave similarly in many areas regardless of gender. (original abstract)

Celem artykułu jest sprawdzenie, czy występują różnice w zachowaniach zakupowych on-line między kobietami a mężczyznami. Mimo iż płeć jest jednym z czynników, który wpływa na decyzje zakupowe konsumentów, jednak w aspekcie rynku e-commerce ten konstrukt jest wciąż niedostatecznie zbadany. W artykule omówiono wyniki analizy porównawczej wybranych parametrów związanych z korzystaniem ze sklepów internetowych, takich jak: zastosowane urządzenia, źródła wejść oraz statystyki sesji, na przykładzie wybranego sklepu internetowego z branży ogrodniczej (nieukierunkowanej na płeć nabywcy). W tym celu przeanalizowano 352 971 aktywności użytkowników z okresu od 1.10.2016 r. do 1.10.2017 r. Uzyskane wyniki wskazują, że osoby dokonujące zakupów w Internecie w wielu obszarach zachowują się podobnie bez względu na płeć. (abstrakt oryginalny)

Słowa kluczowe

EN

e-commerce; Consumer behaviour; Gender; Consumer decision

PL

Handel elektroniczny; Zachowania konsumenta; Płeć; Decyzje konsumenckie

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Numer: nr 4 tom 2
• Strony: 250--261

Twórcy

autor

Andrzej Szymkowiak

• Uniwersytet Ekonomiczny w Poznaniu

autor

Urszula Garczarek-Bąk

• Uniwersytet Ekonomiczny w Poznaniu

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