Gendered perceptions of experiential value in using web-based retail channels

Andrews, L., Kiel, G., Drennan, J., Boyle, M. V. and Weerawardena, J. (2007) Gendered perceptions of experiential value in using web-based retail channels. European Journal of Marketing, 41 5-6: 640-658. doi:10.1108/03090560710737660

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Author Andrews, L.
Kiel, G.
Drennan, J.
Boyle, M. V.
Weerawardena, J.
Title Gendered perceptions of experiential value in using web-based retail channels
Journal name European Journal of Marketing   Check publisher's open access policy
ISSN 0309-0566
Publication date 2007
Year available 2007
Sub-type Article (original research)
DOI 10.1108/03090560710737660
Volume 41
Issue 5-6
Start page 640
End page 658
Total pages 19
Editor Gilmore, A.
Carson, D.
Place of publication Bingley, UK
Publisher Emerald Group Publishing
Collection year 2008
Language eng
Subject 350211 Innovation and Technology Management
720401 Marketing
C1
Abstract Purpose – This paper compares the experiential consumption values that motivate consumer choice to purchase online for both male and female purchasers and non-purchasers. Design/methodology/approach – Using the theory of consumption value the study examines gendered perceptions of the functional, social and conditional value of using a virtual consumption setting for purchasing. Data was collected through an online survey and analysed using multiple discriminant analysis to determine meaningful differences between male and female purchasers and non-purchasers. Findings – The findings show that male online purchasers are discriminated from female purchasers by social value and from male non-purchasers by conditional value. Female purchasers are discriminated from male purchasers by functional value and from female non-purchasers by social value. Female non-purchasers are discriminated from female purchasers by conditional value. Male non-purchasers are discriminated from male purchasers by functional and social value. Research limitations/implications – Limitations include using an Internet survey and an Australian sample which may impact the generalisability of the findings to a wider population of Internet users. Future research should involve replication of the study in a country more or less developed in terms of gender composition of internet users to extend the generalisability of the findings. Additionally, researchers should examine whether other dimensions of consumption value, such as social influence through on- and off-line communication networks, may influence consumer choice to purchase online. Practical implications – The study provides practical implications for marketers to leverage consumption values that influence male and female consumers' choice to purchase online and then drive their behaviour online through integrated marketing campaigns that involve both on- and offline strategies. Originality/value – The research makes an original contribution to the consumer behaviour literature as to date, no research has been found that undertakes such a comprehensive gender-based comparison of the perceived value of using a virtual consumption setting for purchasing.
Keyword Business
Internet shopping
consumer behaviour
perception
perception
consumption
Consumption Values
Internet
Consumer
Online
Technologies
Adoption
Catalog
Fun
Q-Index Code C1
Q-Index Status Confirmed Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
2008 Higher Education Research Data Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 24 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 32 times in Scopus Article | Citations
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Created: Thu, 06 Mar 2008, 13:31:05 EST by Karen Morgan on behalf of UQ Business School