PSYCHOGRAPHIC CHARACTERISTICS INFLUENCING CONSUMER BEHAVIOUR TOWARDS ONLINE PURCHASE INTENTION: A STUDY ON GENDER DIFFERENCES

  • Hardy Loh Rahim
  • Hardi Emrie Rosly
Keywords: Online shopping, Purchase intention, E-commerce, Psychographic characteristic, Gender

Abstract

E-commerce has emerged as an important method of business. With nearly 2.5 trillion internet users worldwide and surpassed USD1 trillion sales in 2012, it is essential to understand the behavior of the online shoppers. Previous studies have explored the relationship of customer innovativeness, market mavenism, shopping enjoyment, shopping orientation towards online purchase intention. Thus this study would like to understand further on the gender differences upon the psychographic characteristics that influence online purchase intention. A survey technique using national sample of online shoppers resulted in 174 valid responses. Analysis using SPSS was done to investigate the difference between genders in terms of the variables involved. This paper analyzed and demonstrates empirically how consumer psychographic characteristics that affect the online purchase intention differ from gender perspective.

Author Biographies

Hardy Loh Rahim
Malaysian Academy of SME & Entrepreneurship Development
Universiti Teknologi Mara
Malaysia
Hardi Emrie Rosly
Malaysian Academy of SME & Entrepreneurship Development
Universiti Teknologi Mara
Malaysia
Published
14-12-2014
How to Cite
Rahim, H. L., & Rosly, H. E. (2014). PSYCHOGRAPHIC CHARACTERISTICS INFLUENCING CONSUMER BEHAVIOUR TOWARDS ONLINE PURCHASE INTENTION: A STUDY ON GENDER DIFFERENCES. Journal of Technology Management and Business, 1(2). Retrieved from https://publisher.uthm.edu.my/ojs/index.php/jtmb/article/view/983
Section
Articles